Fine-Tuning the Fight Against Food Waste

Jessica Aschemann-Witzel, Ilona E. de Hooge, Valérie L. Almli, Marije Oostindjer
<span title="">2018</span> <i title="SAGE Publications"> <a target="_blank" rel="noopener" href="https://fatcat.wiki/container/nrdoieumkngi3puwvr3cmxtbvy" style="color: black;">Journal of Macromarketing</a> </i> &nbsp;
The complex causes of consumer food waste make it difficult for commercial actors and public policy makers to develop successful food-waste reduction campaigns. One of the essential problems is that consumer food waste seems to be the un-planned result of divergent food-related behaviors. The current research investigates the relationship between distinctive consumer foodrelated lifestyle patterns and food waste. A survey with 848 consumers in a Northern European country (Denmark) reveals that
more &raquo; ... egmenting consumers on the basis of food-related behaviors, especially on the basis of various food involvement dimensions (in particular cooking and enjoyment, food planning, and price orientation, the social relations related to meals and foodrelated concerns such as safety), allows to identify differences in self-reported food waste and food waste-related behaviors. This suggests that there exists a relevant relationship between food-related lifestyle patterns and food waste. Directions for the further development of macromarketing actions and policies targeting different consumer segments are derived.
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