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Food Waste Produced through End-Users - A Communication Strategy to reduce Household Bakery Waste

Brüggemann, K.M. (2016) Food Waste Produced through End-Users - A Communication Strategy to reduce Household Bakery Waste.

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Abstract:There is an enormous amount of food waste that is thrown away each day. Mainly the end-consumer plays a large factor in this wasting behaviour. Evidence shows that there is a lack of knowledge over the consequences and that lifestyle is another reason for wasting food. The purpose of this study was to examine the effect of an information strategy on consumers attitude, subjective norm, perceived behavioural control and intention to reduce bakery waste. Furthermore, the moderating effect of past attention towards reducing bakery waste was examined. This was done within an in-between group experiment that was spread via the online platform ‘Qualtric’. In November 2015, 162 participants attended the treatment group, which saw an information sheet as manipulation, and a further 179 participants attended the control group. Results indicated that there was no effect on the participants attitude, subjective norm, perceived behavioural control and intention to reduce bakery waste. Furthermore, no moderator effect of past attention towards reducing bakery waste was found. But correlations confirmed a positive relation between all measured variables. The result shows that a single measure does not work to make consumers change their food wasting behaviour. This study can help to get insights in the strategies to design information in a more effective way.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 77 psychology
Programme:Psychology BSc (56604)
Link to this item:http://purl.utwente.nl/essays/69048
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