ABSTRACT Many commentators argue that domestic food waste is strongly influenced by consumer behaviours. This article reports on a study using mixed‐methods to identify key factors responsible for promoting consumer behaviours that lead to domestic food waste through the lens of the value–belief–norm theory. On the basis of the study's findings, three factors are proposed that cause behaviours that lead to food waste: supply knowledge – does a consumer know what food they have available; location knowledge – does a consumer know where to locate food items; and food literacy – to what degree do past experience and acquired knowledge impact on a consumer's food consumption and wastage practices. We analyse the study's findings in light of a review of literature about consumer food wastage behaviours and in turn, present new insights into consumer behaviour, food waste and the use of technology to reduce food waste. Copyright © 2014 John Wiley & Sons, Ltd.