Addressing food waste with a socio-cultural approach to social marketing

Sutinen, Ulla-Maija

doi:10.1108/jsocm-12-2020-0246

Cited by 12 publications

(8 citation statements)

References 79 publications

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“…Additionally, Dessert and van Bavel (2017) argue that in addition to incentives, social marketing can provide information for consumers to make better decisions, aiming at individual and collective well-being. In this sense, it is worth noting that social marketing goes beyond the delivery of knowledge and motivation, as it offers value by inviting individuals to participate in programmes that actively involve society (Almestahiri et al , 2017; Kim et al , 2019), contemplating the transformation of practices (Sutinen, 2022).…”

Section: Discussionmentioning

confidence: 99%

“…Thus, this study also includes the discussion of actions focused on mitigating food waste carried out by the various actors involved in the supply chain, households, public policymakers and others. In this context, it is important to highlight that the approaches used to change behaviour involve different mechanisms, strategies and ideologies, and considering such aspects, the issue of food waste has gained interest among researchers in social marketing (Dessart and van Bavel, 2017; Pearson and Perera, 2018; Hodgkins et al , 2019; Kim et al , 2019; Kim et al , 2020; Septianto et al , 2020; Sutinen, 2022). In support of the arguments above and the findings of this meta-analysis, the results of the literature review conducted by Sutinen (2022) showed that social marketing had approached the theme from different perspectives to reduce food waste.…”

Section: Introductionmentioning

confidence: 99%

“…In this context, it is important to highlight that the approaches used to change behaviour involve different mechanisms, strategies and ideologies, and considering such aspects, the issue of food waste has gained interest among researchers in social marketing (Dessart and van Bavel, 2017; Pearson and Perera, 2018; Hodgkins et al , 2019; Kim et al , 2019; Kim et al , 2020; Septianto et al , 2020; Sutinen, 2022). In support of the arguments above and the findings of this meta-analysis, the results of the literature review conducted by Sutinen (2022) showed that social marketing had approached the theme from different perspectives to reduce food waste. Pearson and Perera (2018) showed communication and practices suggestions aimed at social marketing professionals.…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Effects of abnormally shaped fruits and vegetables on consumer’s willingness to buy: a meta-analytic study

Campos

Santini

Perin

et al. 2022

JSOCM

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Purpose The purpose of this meta-analytic study is to investigate the possible influence of food shape abnormality on consumer’s willingness to buy fruits and vegetables. This research also investigates some possible moderators (methodological, cultural, socio-economic and contextual) that could influence the direct effects. Design/methodology/approach This study applied the meta-analysis approach to understand the effect of food shape abnormality on willingness to buy fruits and vegetables. In this research, 16 empirical articles were examined, with a total of 54 effect sizes. Findings The results showed consistent negative effects between food shape abnormality and consumers’ willingness to buy fruits and vegetables. This study also found significant effects related to culture (Hofstede’s cultural dimensions) and to socio-economic (Human Development Index) moderators. The findings demonstrated that cultures with higher power distance levels promoted stronger effects in the relationship between abnormally shaped food and willingness to buy. Additionally, related to social–economy aspects of a nation, the negative effects between abnormally shaped food and willingness to buy are stronger in countries with low human development rates. Practical implications Public policymakers can benefit from the main findings by implementing interventions strategies and education campaigns based on different cultural dimensions. In cultures characterized by high levels of aversion to uncertainty, social communication campaigns can build trust and provide the consumer more knowledge about abnormally shaped fruits and vegetables, whereas in cultures characterized by low levels of masculinity, related to higher levels of sustainability, local producers can benefit from the “local food” positioning to sell abnormally shaped fruits and vegetables. Originality/value This research advances studies about consumer behaviour in relation to food waste, highlighting factors beyond aesthetic issues, such as a nation’s culture and its economic context. These results open the way for new work in this area.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Effects of abnormally shaped fruits and vegetables on consumer’s willingness to buy: a meta-analytic study

Campos

Santini

Perin

et al. 2022

JSOCM

View full text Add to dashboard Cite

show abstract

“…Pro-environmental behavior intention (PEBI) is customers' desire to reduce the environmental impact of their consumption (Kurisu, 2015). A number of environmentally beneficial behaviors, such as careful energy usage (Issock et al , 2020), responsible waste management (Setiawan et al , 2021; Sutinen, 2022), reduced meat consumption (Kemper and Ballantine, 2020) and participation in a conservation program (Warner et al , 2022), are all examples of PEB in action. In this specific context of inquiry, PEBI occurs when consumers have the intention to fully refrain or limit their usage of DBDs in favor of non-DBD alternatives.…”

Section: Literature Reviewmentioning

confidence: 99%

Factors predicting pro-environmental behavior: the case of baby diapers

Amelia¹,

Saragih²

2023

JSOCM

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Purpose In addition to being one of the most commonly purchased items by infant caretakers, disposable baby diapers (DBDs) are among the most detrimental products to the environment. Shifting to a diapering method that is less harmful to the environment is an example of pro-environmental conduct. Hence, this study aims to examine how motivation, subjective norms, perceived benefits and perceived threats influence pro-environmental behavior (PEB) intention. Design/methodology/approach This research uses a two-stage disjoint approach of partial least squares structural equation modeling to examine the data. In the conceptual model, a combination of reflective-reflective second-order constructs is used in the motivation, perceived benefits and perceived threats. A total of 233 respondents from a developing economy in Southeast Asia provide the data. Findings This study suggests that perceived benefits (i.e. environmental, monetary and symbol) and threats (i.e. susceptibility and severity) are significant determinants of PEB. Surprisingly, motivation and subjective norms had no significant relationship with consumers' adoption of non-DBD alternatives. Research limitations/implications To persuade caretakers to act in an environmentally responsible manner, the findings of this study imply that, where relevant, considerations for a wide variety of benefits and health risks should be made apparent. Environmental, financial and symbolic benefits should be shared with prospective target audiences. Caretakers should be warned of probable health effects of not being environmentally friendly. This study argues that caretakers' lack of information of non-DBD options may explain the insignificance of subjective norms and motivation. Originality/value This study contributes to the social marketing literature by examining the influence of motivation, subjective norms, perceived benefits and perceived threats on the intention to use more-environmentally friendly alternatives to DBDs as a manifestation of PEB.

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“…, 2022), which further jeopardizes the sustainable development of the environment. Despite consumers have absolute freedom of choice and purchasing power, the practitioners are considered responsible for green and sustainable consumption of unattractive produce (Hartmann, 2021; Sutinen, 2022).…”

Section: Introductionmentioning

confidence: 99%

Being natural is aesthetic: the effects of “natural” labeling on lay beliefs and the purchase intention of unattractive produce

Wang

Zhao

et al. 2022

APJML

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PurposeIndividuals, organizations, firms, and governments have been making strenuous effort to promote sustainable and green consumption. However, it is noticeable that a large amount of unattractive produce is ruthlessly discarded and wasted around the globe, resulting in unsustainable consumption behavior, harming long-term business development, and breaking the harmonious relationship between humans and nature. Therefore, to increase consumer literacy toward unaesthetic produce, this research investigates the pivotal role of “natural” labeling in increasing purchase intention toward visually unattractive fruits and vegetables.Design/methodology/approachBy recruiting participants from one of the largest online crowdsourcing platforms (the Credamo), this research conducts three online experimental studies (with two pilot studies) to test three hypotheses based on the cue utilization theory and the lay belief theory.FindingsThe results show that unattractive produce with the “natural” label could significantly increase consumers' purchase intention compared with those without specific labels. The results also reveal that consumers' lay beliefs that natural foods are perceived to be tastier and healthier mediate the positive effects of “natural” labeling (vs no specific labeling) on willingness to purchase.Originality/valueThis research explores competing lay beliefs about unattractive produce. It identifies the positive effects of lay beliefs “natural = tasty and healthy” through “natural” labeling appeal, thus attenuating the misapplication of lay beliefs “unattractive = tasteless and unhealthy” and broadening the application scope of consumer lay belief theory. The findings also contribute to the cue literature by manifesting the positive consequences of the “natural” label playing as a cognitive cue in priming lay beliefs about naturalness. In addition, it also paves a positive way for business practitioners and marketers to develop the produce industry sustainably.

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Addressing food waste with a socio-cultural approach to social marketing

Cited by 12 publications

References 79 publications

Effects of abnormally shaped fruits and vegetables on consumer’s willingness to buy: a meta-analytic study

Effects of abnormally shaped fruits and vegetables on consumer’s willingness to buy: a meta-analytic study

Factors predicting pro-environmental behavior: the case of baby diapers

Being natural is aesthetic: the effects of “natural” labeling on lay beliefs and the purchase intention of unattractive produce

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