Food waste is a global issue with widespread consequences, and while much research has explored the behaviours that contribute to it, Bonni Simpson’s latest study, Perceiving Less but Wasting More: The Relationship Between Perceived Resource Scarcity and Consumer Food Waste, takes a fresh and counterintuitive approach. Simpson delves into the psychological reasons behind why we waste food, proposing that our perceptions of scarcity, rather than abundance, may be driving this behavior.
In her research, Simpson highlights that while it might seem logical to assume that those experiencing resource scarcity would waste less food, her findings suggest the opposite. She posits that perceived resource scarcity—when people feel they have less than they need—can actually lead to more food waste, rather than less. This happens because experiencing a sense of scarcity triggers a resource acquisition goal, prompting people to gather more food than they require, especially in situations where food is abundantly available. The result is over-acquisition, and ultimately, greater waste.
The Psychology Behind Over-Acquisition
Simpson’s study offers a new perspective by examining the role of perceived resource scarcity in food waste behaviour. Unlike actual scarcity, which does lead to more careful resource management, perceived scarcity triggers psychological mechanisms that cause consumers to overestimate their needs. The paper reveals that when people feel a sense of scarcity, even when food is plentiful, they tend to take more food than they need, which results in higher levels of waste. This surprising insight shifts the focus from actual availability to how consumers psychologically perceive their resources.
Simpson conducted four studies to explore this phenomenon. Two of these studies (1a and 1b) were designed to test the role of perceived scarcity in predicting food acquisition and waste through both field and lab experiments. The other two (2a and 2b) used correlational methods to examine household food waste. Across all studies, the results supported the hypothesis that perceived scarcity leads to inaccurate resource acquisition and, consequently, more food waste.
The Broader Implications
Simpson’s research adds a new layer to the ongoing conversation about food waste, showing that solutions must go beyond just changing behaviours. Understanding the psychological motivations behind waste is crucial. While many interventions focus on encouraging consumers to buy less or store food more efficiently, this research suggests that addressing perceptions of scarcity could be an equally important avenue for reducing waste.
Her work makes three significant contributions to the literature. First, it demonstrates that perceived resource scarcity, rather than actual scarcity, can lead to increased food waste. Second, it identifies the psychological mechanism—over-acquisition—as a key driver of this waste. Finally, it shows that food waste isn’t just about how much people have, but how they think about what they have. This research challenges traditional views and opens up new possibilities for interventions aimed at curbing food waste by targeting consumer perceptions rather than just their behaviours.
Bonni Simpson’s work, Perceiving Less but Wasting More, provides valuable insights into the complexities of food waste, offering a fresh psychological perspective that can inform more effective strategies for tackling this global problem.
