Understanding these factors promoting behavioural intent is crucial for mitigating their impact. We analyse these factors using VBN theory as a lens. From this, we are able to segment each factor into a combination of the four considerations, which Stern (2000) argues are key causes of behaviours associated with nonactivist environmentalism. First, a consumer’s knowledge of their current household food supply underpins several influences that result in wastage. These included: (i) the tendency for our participants to stockpile food, which were influenced by external forces during purchasing, such as advertising and marketing ploys; (ii) the shopping routine of some of our participants who would commonly do little to prepare before shopping, such as using shopping lists and pre-planning meals.Second, we argue the ability of consumers to locate desired foods can be evaluated by examining household routine. This consideration refers to the need for a household to develop a pre-planned systematic food storage routine, which household members practice continuously.