Abstract

CHORIZO aims to improve the understanding about how social norms (rules and expectations that are socially enforced) influence behaviour related to food waste generation. In order to provide effective interventions for food loss and waste (FLW) actions, the project conducts a comprehensive analysis and construction of behavioural intervention model building. Deliverable 3.1 outlines the conceptual framework for behavioural change understanding in the CHORIZO project. This work aims at setting out the theoretical framework which represents the starting point for the modelling activities, which will focus on the effects of interactions among food supply chain actors and the influence of social norms towards zero food losses and wastes (FLW). The theoretical framework will be here presented by first outlining the complexity underpinning social systems – and food systems more specifically – and the methods available to investigate them Then, the MOA and HUMAT behavioural frameworks will be presented: the former considers food waste as an unintended consequence of iterative decisions, adaptation and behaviours driven both by internal and external factors, the latter explores agents’ behavioural decision mechanisms. The following section will provide an operational definition of social norms. Finally, the last section will supply a set of challenges and attention points to be considered when incorporating MOA and HUMAT into agent-based models and pave the way forward for the understanding of how social norms influence the generation or reduction of food waste. The document starts with an introduction on the overall project objectives and structure and highlights the framework we propose for understanding and exploring behavioural change in the CHORIZO project. In the following chapters (2 to 6), complex social systems, social norms, and model construct are explained. The document ends with a conclusion and steps to follow to ensure timely attainment of the project’s objectives.