Department of Management

Consumer-Related Food Waste: Role of Food Marketing and Retailers and Potential for Action

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal article

  • Jessica Aschemann-Witzel
  • Ilona de Hooge, Wageningen University, NetherlandsAnne Normann, SP Technical Research Institute of Sweden, Sweden
Food waste has received increasing attention in recent years. As
part of their corporate social responsibility strategies, food
supply chain actors have started to act towards avoiding and
reducing food waste. Based on a literature review, an expert
interview study, and example cases, we discuss food marketing
and the role and responsibility of retail. Food marketing and
retailing contribute to consumer-related food waste via decisions
on date labeling, packaging sizes and design elements, and
pricing strategies encouraging overpurchase, as well as communication
shifting consumer priorities to the disadvantage of food
waste avoidance. Potential actions to tackle food waste relate to
improved packaging and information, altering pricing strategies,
and cooperation with other actors across the supply chain. Three
cases highlight the extent to which moral and strategic motives
are interlinked and that there are opportunities for competitive
advantage through corporate social responsibility and a business
case for sustainability in the area of food waste.
Original languageEnglish
JournalJournal of International Food & Agribusiness Marketing
Issue number3
Pages (from-to)271-285
StatePublished - 18 Apr 2016

    Research areas

  • Consumer, sustainability, CSR , food waste , retail

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