Abstract
AbstractThe aim of this research was to examine the influence of a UK national retailer on its customers' food waste behaviour. Using six communication channels (in‐store magazine, e‐newsletter, Facebook site, product stickers and in‐store demonstrations), Asda presented standard food waste reduction messages to its customers during two time limited periods in 2014 and 2015. Six national surveys over 21 months tracked customers' self‐reported food waste. Our results showed that the combined communication channels and repeated messages over time had a significant effect on reducing food waste of customers. Surprisingly, customers who said they did not recall seeing the messages also reduced their food waste, showing the wider influence of interventions. Those who saw a food waste reduction message saved an estimated £81 annually from reducing food waste. The main conclusion of this paper is that retailers can influence the pro‐environmental behaviour of customers using conventional communication channels; however, repeat messages are needed in order to have a long‐term impact. © 2017 The Authors. Business Strategy and the Environment published by ERP Environment and John Wiley & Sons Ltd
Highlights
F OOD WASTE IS A COMPLEX AND GLOBAL PROBLEM THROUGHOUT SUPPLY CHAINS AND IS CONTRIBUTED TO BY MANY DIFFERENT ACTORS, including farmers, food processors, retailers, food outlets and households
One way retailers can do this is by influencing the food waste behaviours of their customers (Quested et al, 2013)
This paper explores the effectiveness of a large retailer’s communication channels, including an in-store magazine, product labelling and social media, to change the self-reported waste behaviour of their customers
Summary
F OOD WASTE IS A COMPLEX AND GLOBAL PROBLEM THROUGHOUT SUPPLY CHAINS AND IS CONTRIBUTED TO BY MANY DIFFERENT ACTORS, including farmers, food processors, retailers, food outlets and households. Retailers are extending their eco-efficiency strategies to incorporate their customers as well as their own operations and those of their suppliers (Morgan, 2015; Newson et al, 2013) This may be in an effort to make the whole production and consumption system as efficient as possible and by avoiding the restriction of flow of products, which would in turn affect profit. Large food retailers in particular most often have a business model based on sales volume, whereby they make little profit per product (Mena et al, 2011) As such, using their marketing and brand management skills to engage with the efficiency of consumption of their products is in line with retailers’ current and dominant business model.
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
