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dc.contributor.authorKim, J
dc.contributor.authorRundle-Thiele, S
dc.contributor.authorKnox, K
dc.contributor.authorBurke, K
dc.contributor.authorBogomolova, S
dc.date.accessioned2019-10-30T23:07:24Z
dc.date.available2019-10-30T23:07:24Z
dc.date.issued2020
dc.identifier.issn0959-6526
dc.identifier.doi10.1016/j.jclepro.2019.118608
dc.identifier.urihttp://hdl.handle.net/10072/388619
dc.description.abstractFood waste places pressure on the environment, costing communities and households substantial amounts of money. Yet, many previous studies rely on expert opinions to inform campaign design. To affect change, researchers and practitioners need to be open to alternative ways of thinking, including the views of the consumers. This paper extends research pathways traditionally applied in social marketing and co-design processes to consumers in the context of household food waste reduction. To offer a fresh perspective on current practice, we conducted a mixed-method formative research study as follows: co-design (Study 1; N = 21), A-B comparison study via an online survey (Study 2; N = 414), and a fridge audit (Study 3; N = 197). Addressing a gap in previous expert-led campaigns, our study incorporates consumer views on food waste campaigns. Findings indicate consumers prefer: (a) targeting leftover-reuse behaviour, (b) using technology and avoiding door-knocking as a campaign strategy and (c) a focus on reducing fruit and vegetable waste. This study demonstrates the value of applying social marketing and the co-design process to the issue of household food waste. A point of difference associated with the social marketing approach employed in this study is the active participation of the consumers in campaign development. This paper offers rich information for researchers and/or practitioners that can guide program development, based on verified consumer expectations and has potential to benefit campaign effectiveness.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherElsevier
dc.publisher.placeNetherlands
dc.relation.ispartofpagefrom118608: 1
dc.relation.ispartofpageto118608: 10
dc.relation.ispartofjournalJournal of Cleaner Production
dc.relation.ispartofvolume243
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchEnvironmental Engineering
dc.subject.fieldofresearchManufacturing Engineering
dc.subject.fieldofresearchInterdisciplinary Engineering
dc.subject.fieldofresearchcode1505
dc.subject.fieldofresearchcode0907
dc.subject.fieldofresearchcode0910
dc.subject.fieldofresearchcode0915
dc.titleConsumer perspectives on household food waste reduction campaigns
dc.typeJournal article
dc.type.descriptionC1 - Articles
dcterms.bibliographicCitationKim, J; Rundle-Thiele, S; Knox, K; Burke, K; Bogomolova, S, Consumer perspectives on household food waste reduction campaigns, Journal of Cleaner Production, 2020, 243, pp. 118608: 1-118608: 10
dcterms.licensehttp://creativecommons.org/licenses/by-nc-nd/4.0/
dc.date.updated2019-10-22T04:44:41Z
dc.description.versionAccepted Manuscript (AM)
gro.rights.copyright© 2020 Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International Licence (http://creativecommons.org/licenses/by-nc-nd/4.0/) which permits unrestricted, non-commercial use, distribution and reproduction in any medium, providing that the work is properly cited.
gro.hasfulltextFull Text
gro.griffith.authorKnox, Kathy L.
gro.griffith.authorKim, Jeawon
gro.griffith.authorRundle-Thiele, Sharyn
gro.griffith.authorBurke, Kirsty


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