We Do Have Our Share too : A Thematic Content Analysis of Celebrity Chefs’ Zero-Food Waste Practices on YouTube Videos

Anchored on Shove et al.’s Practice Theory, this thematic content analysis (TCA) investigation examined the narratives of a select group of celebrity chefs relative to their zero-food waste practices. Building upon Giglietto et al.’s four broader types of YouTube data, this study capitalized on the first-layer content analysis (FLCA) of the textual content of 29 YouTube videos. Through the platform’s open transcript function, the extracted video textual data underwent Phronetic Iterative Data Analysis (PIDA). Interestingly, this study afforded the development of the Celebrity Chefs’ Hourglass Model of Zero-Food Waste Practices, which defines the role of the environment (The Given), experiences (The Reinforcer), beliefs (The Common View), enduring commitment to change (The Advocacy), and contributions (The Legacy) of celebrity chefs as one part of a broader movement fighting against the global food waste issue. The theoretical and practical implications of the emerged model are discussed in this paper.