The European Union (EU) aims to reduce per capita food waste at retail and consumption stages by 30% by 2030, a key commitment under the European Green Deal and the Sustainable Development Goals. Achieving this target requires sustained behavioural change across consumers, retailers, and the hospitality sector. This paper argues that conventional behavioural interventions focusing on isolated individual actions are insufficient to address the structural, regulatory, and social dynamics that shape food-related behaviours. Instead, it proposes applying Behavioural Systems Analysis—an approach integrating behavioural science with systems thinking—to understand and influence the complex network of actors, incentives, and feedback loops governing food redistribution. Drawing on research and collaborative projects by the European Commission’s Competence Centre on Behavioural Insights (CCBI), Busara, and the FAO, the paper illustrates how mapping systemic interactions can reveal leverage points for policy interventions that align behavioural and structural factors. This holistic perspective supports the EU in designing coherent, evidence-based strategies that make sustainable behaviours the natural choice. Embedding behavioural systems thinking throughout the policy cycle promises more resilient, scalable, and effective solutions to food waste reduction, contributing to the EU’s broader transition toward a circular and climate-neutral economy.

BRUNS Hendrik; 

2026-02-12

Busara Center for Behavioral Economis, Inc.

JRC143446

978-9914-35-715-8 (online),   

https://busara.global/wp-content/uploads/2026/02/Climate-change-a-human-problem.pdf,    https://publications.jrc.ec.europa.eu/repository/handle/JRC143446,   

10.62372/RLAS1190 (online),