Food saving matters, but what is it a matter of? Alignment and divergence between media discourse and public attitudes in China

Abstract Food saving is a pressing global challenge, and understanding its divergent framings is vital for designing effective strategies. This study examines the alignment and divergence between media discourse and individual attitudes toward food saving in China using a mixed-methods approach that combines content analysis of 123 news articles with Q-methodology involving 60 participants. Drawing on Boltanski and Thévenot’s framework of seven value orders, the research identifies “domesticity” as a core value emphasized by both media and individuals, while media narratives underrepresent values such as “the environment” and “inspiration,” which are central to individual perspectives. This misalignment highlights why awareness campaigns often fail to effect substantial behavioral change. By analyzing the interplay between media narratives and public attitudes, the study not only provides actionable insights for policymakers and educators in China, but also offers a transferable model for interpreting frame (mis)alignment in other rapidly modernizing, state-led contexts. The proposed multi-level explanatory model contributes to international food policy scholarship by advancing the theoretical understanding of how value orders shape, and sometimes constrain, effective interventions in food saving governance.