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Abstract
This paper proposes a novel economic-psychological model of individual food consumption and food waste
that recognizes individuals as social and moral beings who are boundedly rational and have limited capacity
for self-control. The model identifies five components of individuals’ utility that correspond to five modes
of being or selves: the hedonic agent, the social agent, the moral agent, the health-conscious agent and the
habits-driven agent. In the model, individuals maximize this composite utility given their budget and effort
constraints. We apply the model to analyze policies that can support the adoption of sustainable food
consumption practices.