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Food waste is a major challenge in affluent societies around the globe. Based on theories of protest and a mixed methods design combining qualitative, experimental, and survey research, we study the motives for, frequency of, and public support for dumpster diving in Germany. We find that dumpster diving as an unconventional daily protest action is related to more general protest against capitalist societies. It is motivated by both altruistic and egoistic concerns. The perceived legitimacy of violence and self-identity explain the frequency of dumpster diving. A factorial survey experiment with activists and the general public reveals strong similarities between the views of activists and those of other citizens in strong support of dumpster diving. This study demonstrates the usefulness of combining different empirical methods to study food activism.

Organic fruits and vegetables are often visually “suboptimal” because organic farming uses neither pesticides nor synthetic fertilisers to improve the cosmetic appearance of the produce. Despite the organic sector's natural and sustainable image, such foods often never reach the market or are left on the shelf, greatly increasing food waste. The current work hypothesised that an important factor in the rejection of suboptimal food is consumers' experience of ambivalence regarding these products. Data were collected through an online survey of (occasional) organic consumers in Germany (n = 493), including an online mouse-tracking experiment. We investigated the interplay of ambivalence with environmental concerns and attitudes towards suboptimal food that influence people's willingness to pay (WTP) for suboptimal fruits and vegetables. Our findings suggest that environmentally concerned consumers have more favourable attitudes and experience less ambivalence towards suboptimal food. Only subjective ambivalence was found to be directly associated with consumers' WTP, however, while attitudes were not. Based on these results, we propose measures for policymakers and food retailers to reduce such ambivalence and thus increase organic consumers' acceptance for suboptimal food.

Content or text analysis is one of the most common evaluation methods employed in qualitative research. Despite its wide application, however, a clear structure of how such evaluation should be conducted is often lacking due to the complexity of qualitative data. As a consequence, highly differentiated category systems with small-step subdivisions of categories and sub-categories are often used, leading to a loss of context both among categories and for the content as a whole. The aim of this paper is to describe the Phenomena-centered Text Analysis (PTA) as a novel form of qualitative text analysis, which takes these shortcomings into account by focusing on text-inherent phenomena. These phenomena are identified in two preceding quantitative analysis steps that identifying overlapping coding for subsequently qualitative analysis. We explain the structured code- and context-based approach of this new method and demonstrate its application with an empirical example. The PTA contributes to an increasing demand of qualitative methods especially for small-scale projects that need a structured kind of qualitative data analysis.

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