Householder food waste prevention campaigns: contributions from psychology and marketing
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(Published version)
Date
2020
Authors
Davison, S.
Sharp, A.
Editors
Yahia, E.M.
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Book chapter
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Source details - Title: Preventing food losses and waste to achieve food security and sustainability, 2020 / Yahia, E.M. (ed./s), Ch.22, pp.1-29
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Abstract
This chapter focusses on food waste in households and how marketing and psychology can help in its reduction. The significant challenges raised by the habitual, low involvement behaviours that surrounds food management in the home make it hard for campaigns to achieve behaviour change. The Trans-theoretical Model is introduced as a psychology model that can help establish where people are on the behaviour change spectrum and can be used to tailor campaigns and measure change. The TTM is used to develop a food waste reduction campaign, highlighting its usefulness and leading to implications for future marketing campaign development.
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Copyright 2020 Burleigh Dodds Science Publishing
Access Condition Notes: Accepted manuscript available on Open Access