Using Normative Influences in Food Waste Reduction

Informações

Código: EMA315
Divisão: EMA - Encontro de Marketing da ANPAD
Tema de Interesse: Tema 07 - Marketing e Sociedade

Autores

Isadora do Carmo Stangherlin (Prog de Pós-Grad em Admin/Esc de Admin – PPGA/EA/UFRGS - Universidade Federal do Rio Grande do Sul) isadoradocarmostangherlin@gmail.com
Marcia Dutra de Barcellos (Prog de Pós-Grad em Admin/Esc de Admin – PPGA/EA/UFRGS - Universidade Federal do Rio Grande do Sul) marcia.barcellos@ufrgs.br

Resumo

Consumers seem to have a reduced preference to buy fruits and vegetables with unusual appearance, products with damaged package and close to the expiration date, usually called suboptimal food products. However, this pattern of behaviour is an important contributor to food waste levels. Interventions aimed at encouraging the purchase of suboptimal food are scarce, however needed. Two experiments examined the effect of social norms in driving suboptimal food consumption. Appeals employing social norms proved to affect purchases intentions toward these products, acting as possible strategy to food waste reduction. We discuss how social norms can be used to tackle food waste and the implications for marketing and policy actions.

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