Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 552370
Title The who, where and why of choosing suboptimal foods : Consequences for tackling food waste in store
Author(s) Aschemann-Witzel, Jessica; Otterbring, Tobias; Hooge, Ilona E. de; Normann, Anne; Rohm, Harald; Almli, Valérie L.; Oostindjer, Marije
Source Journal of Cleaner Production 236 (2019). - ISSN 0959-6526
DOI https://doi.org/10.1016/j.jclepro.2019.07.071
Department(s) WASS
Marketing and Consumer Behaviour
Publication type Refereed Article in a scientific journal
Publication year 2019
Keyword(s) Communication - Food waste - Quality perception - Store type - Suboptimal food - Value orientation
Abstract

Food stores have begun to tackle food waste at the point of sale. They do so by selling ‘suboptimal’ food before it is wasted, typically with a price reduction. However, efficiency of this food waste avoidance action can be improved by knowing for which product category, which store type, which accompanying communication, and which consumer characteristics this action works best. This study uses an experimental online survey conducted in five North western European countries to investigate the effect of communication appealing to either self- or others-centred motives in either supermarkets or farmers' markets, for packaged and for fresh food. It is found that both messages – communicating budget saving or an emotional appeal - are effective in increasing choice likelihood. Store type affects choice likelihood of suboptimal packaged, while others-centred values and trust in the store affects choice likelihood for suboptimal fresh food. Communication improves quality perception of suboptimal fresh food. Findings imply that fresh suboptimal foods lend themselves more to be promoted with others-centred messages, or to be targeted at consumers with others-centred values. Sales of suboptimal food in the store should be accompanied by communication, and such efforts to tackle food waste in the store should focus on fresh food in particular.

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