The results of this study indicate that, although consumers consider it important to reduce food waste, they struggle to do so in their daily lives. This is due to the presence of competing goals, which seem to have an impact on the intentions of consumers to reduce food waste, as well as on the implementation of these intentions. The MOA framework has proven useful for disentangling the various factors that affect food- waste levels. It has been demonstrated that the ways in which con- sumers currently handle food are the result of a balancing act between multiple competing goals, in light of available opportunities and abil- ities. This study provides the essential insight that, rather than solely investigating the goal to reduce food waste among consumers, scholars should also address the context of competing goals in which the target behaviors take place. From a practical perspective, interventions should provide opportunities and enhance abilities that improve the ease with which consumers can reduce their food waste, while also addressing how these improvements can simultaneously help consumers to fulfill their other higher-priority goals.