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Verdwijnen etenswaren die in de aanbieding gekocht waren zomaar in de vuilnisbak?: een onderzoek naar inkoopgerelateerd gedrag, aanbiedingen, neiging tot impulsief aankoopgedrag en verspilgedrag.

Kan, J. de (2012) Verdwijnen etenswaren die in de aanbieding gekocht waren zomaar in de vuilnisbak?: een onderzoek naar inkoopgerelateerd gedrag, aanbiedingen, neiging tot impulsief aankoopgedrag en verspilgedrag.

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Abstract:Everyday consumers throw away food that is still edible. There are many causes that contribute to food waste. However a possible cause where little research has been done is the role of promotions of food in the supermarket. The objective of this study is to examine a possible relation between promotions of food and food waste. In addition, a number of sub-questions are examined. Firstly it is examined what the relation is between frequently purchasing promotions at the supermarket, impulse buying tendency and food waste. Also it is examined if impulse buying tendency moderates the relation between purchasing promotions and food waste. Thirdly it is examined if there is a relation between the personality traits extraversion, conscientiousness and openness to experience regarding food waste. Lastly it is examined if impulse buying tendency moderates the relation between personality traits and food waste. This study is exploratory. To answer the research questions an online-survey was used. The online-survey generated a response of 80 percent (N=336) and consisted of consumers in the age of 20 up to and including 55 years. The consumers are families with at least one child living at home and are responsible for the majority of food purchase for their own household. For the sample a panel of CentERdata was used. The main finding of this study is that no unequivocal evidence was found that there is a relation between unplanned purchasing promotions of food and the degree of food waste. However, it appeared that consumers who purchased one or more additional products because of a temporary price reduction, waste more food in general. Consumers indicated as reason “the product was on promotion” as the reason for their unplanned food purchase. There is a consistent but weak correlation between the amount of unplanned purchases and food waste. When more consumers purchase unplanned products, the degree of food waste appears to increase. Besides when the impulse buying tendency increases, the waste of food also increases. Unplanned purchases especially increase the degree of food waste among consumers with a high impulse buying tendency. Approximately one third of the waste behavior was explained by socio-demographics, purchase-related behaviors and impulse buying tendency. It is concluded that there is no convincing evidence that there is a relation between promotions of food and food waste, also waste behavior is difficult to explain. Despite the lack of a direct relation, it can be suggested that promotions play an important role in waste behavior. Although the relationships found in this study are very weak, unplanned purchases appear to be a cause of food waste. And consumers with a high impulse buying tendency waste more food. Further research at the other two thirds of unexplainable possible causes is necessary to explain waste behavior.
Item Type:Essay (Master)
Clients:
Het Voedingscentrum
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology MSc (66604)
Link to this item:http://purl.utwente.nl/essays/62444
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