University of Twente Student Theses
Leveraging the power of CSR: the impact of food waste treatment claims on packaged foods on consumer attitudes and behavioural intentions
Jonitz, Philip (2020) Leveraging the power of CSR: the impact of food waste treatment claims on packaged foods on consumer attitudes and behavioural intentions.
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| Abstract: | The aim of this research was to analyse the impact of on-package food waste treatment claims on the consumer attitude and behavioural intentions toward the presented food company as well as to analyse how the awareness of the issue of food waste influences the consumer behaviour. A digital survey was structured and conducted with an online survey tool in order to measure the major constructs, regarding the attitude towards the company, the purchase intention, the willingness to pay premiums and the awareness of the issue of food waste. All participants were first randomly presented a fictitious food product with a description of a food waste treatment claim and afterwards, they completed the questionnaire. The answers of 256 participants have been analysed. Food waste treatment claims were found to have a significant influence on the attitude towards the fictitious company in three out of four cases. The influence on the purchase intention was only measured to be significant in one case. On the contrary, we found a significant influence on the willingness to pay premiums for the products in all experimental conditions. A moderating effect of the awareness of food waste on the variables of interest was not approved in this research. The results of this research demonstrated that descriptions, including the topic of food waste, can have a positive impact on consumers attitude and behavioural intentions. This offers empirical evidence that consumers see an additional benefit in buying products from companies that proactively engage in actions against food waste. Additionally, the coherence of sustainability strategies of companies was pointed out as a key element in creating competitive advantages, with the ease of understanding communication measures from a consumer perspective as an overall success factor. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 83 economics, 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/85253 |
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