Exploring Social Identity and Responsible Consumption Behaviour Paradox Among Muslim Households: Food Waste During Ramadan

Mohamed, Hassan

Abstract

Food waste has emerged as a critical global issue exacerbated by climate change and food insecurity. While research has extensively examined food waste behaviours in developed economies, limited attention has been given to Muslim communities, especially during the holy month of Ramadan. This study aims to bridge this gap by investigating the interplay between social identity and religious commitment in shaping food waste behaviours within Muslim households. The research is grounded in the frameworks of social identity theory (loneliness and materialism), social marketing (responsible consumption), and sustainability (food waste reduction and sharing economy).
A mixed-method research design was employed, comprising three studies to achieve the research objectives of understanding food waste general awareness, controlling the effect of COVID-19, contextualising food waste among Muslims during Ramadan, and testing the proposed hypotheses of the religiosity-social identity conflict. A priority-sequence approach was used, where qualitative preliminary studies (e.g., text analysis and exploratory survey) informed the data collection for a conclusive quantitative study (e.g., survey).
Following the social listening methodology, the analysis of 14,388 tweets revealed insights into general awareness of food waste and the impact of the COVID-19 outbreak in 2020. Content, sentiment, and semantic analyses indicated that users encouraged fighting food waste, especially during the pandemic. The loneliness due to COVID-19 measures led to food waste behaviour, with eating to pass the “time” and family/group consumption being prominent. These results helped develop hypotheses by studying the conflict between social identity-related factors and “group/family”-responsible consumption behaviour among Muslims during Ramadan.
Moreover, an exploratory survey of 299 Muslim families during Ramadan achieved the objective of understanding the context of Muslim families’ food waste behaviour during Ramadan. Muslims typically host 2-5 in-home banquets, which contribute to increased food waste during Ramadan, driven by the social identity-related need to accommodate unplanned guests and demonstrate generosity. Although Muslims understand Islamic teachings on food consumption, they still exhibit food waste behaviour during Ramadan banquets. This gap between religious knowledge and practical application emphasizes the role of social identity. Consistent food waste generation was observed across the two daily meals throughout Ramadan, with key causes including banquet food, unplanned purchases, and exaggerated hunger. Ramadan banquets were highlighted as key venues for socializing with extended family, colleagues, and friends.
The third study surveyed 600 Muslim families during Ramadan to understand the conflict between social identity-related factors and responsible consumption driven by religiosity. The results confirmed that loneliness and materialism significantly contribute to food waste, outweighing the role of religiosity in reducing it. These findings were consistent across various demographic, socioeconomic, cultural, and country development variables. Hence, understanding the conflict between social identity and responsible consumption in a new research setting. This research advances theoretical understanding by focusing on the household as the unit of analysis, offering a holistic view of food waste behaviours within family dynamics. It explores the
seasonal effects of Ramadan on daily routines in a unique Muslim community. It also introduces Ramadan banquets as a venue where social identity-related factors prevail over responsible consumption.

Citation

Mohamed, H. (2024). Exploring Social Identity and Responsible Consumption Behaviour Paradox Among Muslim Households: Food Waste During Ramadan. (Thesis). University of Hull. https://hull-repository.worktribe.com/output/5088340

• Thesis Type: Thesis
• Deposit Date: Mar 25, 2025
• Publicly Available Date: Apr 11, 2025
• Keywords: Business
• Public URL: https://hull-repository.worktribe.com/output/5088340
• Additional Information: Business School; University of Hull
• Award Date: Dec 16, 2024