Reducing waste of food left on plates: Interventions based on means-end chain analysis of customers in foodservice sector

Miranda Mirosa, Harriet Munro, Ella Mangan-Walker, David PEARSON

    Research output: Contribution to journalArticle

    19 Citations (Scopus)

    Abstract

    PurposeSocial marketing and other types of targeted behaviour change interventions should appeal to an individual’s personal values in order to improve their effectiveness. However, there is currently little understanding of what these values are in relation to food waste. The purpose of this paper is to identify the values underpinning the specific behaviour of plate waste created in a residential foodservice setting. Design/methodology/approachIn semi-structured interviews (n=50) laddering techniques were used to identify links from behaviours through individual’s rationalisation for that behaviour to their personal values. The aim of the questioning was to uncover underlying drivers that lead to plate waste as well as those barriers to reducing it. FindingsThe values identified as being most important are hedonism and self-direction. The specific aspects of these values for plate waste reduction interventions are not compromising on the individual’s enjoyment of the meal and meeting their health goals. Effective interventions include pre-ordering meals, reducing food options provided, reducing plate size, removing food tray and finally, information campaigns to raise awareness. Originality/valueThe study provides insights into the personal values that influence behaviours resulting in plate waste. The study is the first to determine the links between this behaviour, rationalisations for that behaviour and personal values.
    Original languageEnglish
    Pages (from-to)2326-2343
    Number of pages18
    JournalBritish Food Journal
    Volume118
    Issue number9
    DOIs
    Publication statusPublished - 2016

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    food waste
    food service
    plate waste
    Food
    Meals
    Marketing
    waste reduction
    Interviews
    Health
    behavior change
    trays
    marketing
    interviews
    methodology

    Cite this

    Mirosa, Miranda ; Munro, Harriet ; Mangan-Walker, Ella ; PEARSON, David. / Reducing waste of food left on plates: Interventions based on means-end chain analysis of customers in foodservice sector. In: British Food Journal. 2016 ; Vol. 118, No. 9. pp. 2326-2343.
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    abstract = "PurposeSocial marketing and other types of targeted behaviour change interventions should appeal to an individual’s personal values in order to improve their effectiveness. However, there is currently little understanding of what these values are in relation to food waste. The purpose of this paper is to identify the values underpinning the specific behaviour of plate waste created in a residential foodservice setting. Design/methodology/approachIn semi-structured interviews (n=50) laddering techniques were used to identify links from behaviours through individual’s rationalisation for that behaviour to their personal values. The aim of the questioning was to uncover underlying drivers that lead to plate waste as well as those barriers to reducing it. FindingsThe values identified as being most important are hedonism and self-direction. The specific aspects of these values for plate waste reduction interventions are not compromising on the individual’s enjoyment of the meal and meeting their health goals. Effective interventions include pre-ordering meals, reducing food options provided, reducing plate size, removing food tray and finally, information campaigns to raise awareness. Originality/valueThe study provides insights into the personal values that influence behaviours resulting in plate waste. The study is the first to determine the links between this behaviour, rationalisations for that behaviour and personal values.",
    author = "Miranda Mirosa and Harriet Munro and Ella Mangan-Walker and David PEARSON",
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    Reducing waste of food left on plates: Interventions based on means-end chain analysis of customers in foodservice sector. / Mirosa, Miranda; Munro, Harriet; Mangan-Walker, Ella; PEARSON, David.

    In: British Food Journal, Vol. 118, No. 9, 2016, p. 2326-2343.

    Research output: Contribution to journalArticle

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