Outcome Evaluation of an Empirical Study: Food Waste Social Marketing Pilot

Abstract

Background: Evidence indicates behavior change is more likely when more social marketing benchmark principles are applied. Yet, transparent and clear reporting of the application of benchmarks to change behavior is rare. Focus of the Article: The aims of this study were (1) to verify the efficacy of social marketing in reducing food waste and (2) to enumerate and critique the practicality of applying social marketing benchmark criteria. Research Question: To address the research aims, two research questions were proposed: (1) Can a social marketing program designed with consumers reduce household food waste behavior? and (2) How are social marketing benchmarks applied to reduce food waste? Program Design/Approach: A consumer-insight driven social marketing program Waste Not Want Not (WNWN) was designed following the social marketing process and delivered to local Redland City Council residents located within the pilot area. This article reports a process and outcome evaluation for the pilot study and a critical evaluation of benchmark criteria application. Importance to the Social Marketing Field: This article demonstrates social marketing’s efficacy to reduce food waste behavior in households, and it critically evaluates application of benchmark criteria to assist future research and practice. Methods: In total, 314 local council area residents were randomly allocated into either a program (n = 110) or control group (n = 204). The program group received intervention materials and invitations to attend the 2-week program activities held in a local shopping center. Control group participants received nothing. The extent of social marketing benchmark application was examined for the WNWN program. Results: Outcome evaluation indicated that the pilot study reduced self-reported household food waste and increased perceived level of self-efficacy in cooking for the program group, but not the control group. WNWN successfully applied five of the eight social marketing benchmark criteria, namely, consumer orientation, insight, competition, marketing mix, and behavior change. Recommendations for Research or Practice: Given that use of more benchmarks increases the likelihood of behavior change, future research must advocate for complete application of the eight major social marketing benchmark criteria in program design. Clear operational definitions are required to improve practice and behavioral change outcomes. Limitations: Study 1 focused on individual feedback and self-reported data minimizing the possibility of generalization. Future research could employ observational methods and involve a wider array of stakeholders to increase generalizability.