Exploring Consumer Food Waste 1

Transcription

1 Exploring Consumer Food Waste 1 Exploring Consumer Food Waste Lynn Begany Johns Hopkins University, MA in Communication

2 Exploring Consumer Food Waste 2 Introduction The majority of avoidable food waste in developed nations comes from the consumer end of the supply chain and amounts financially to approximately US $680B per year (González Vaqué, 2015, p. 21). From an environmental standpoint, the numbers are equally extreme. A member of the UK s House of Lords noted, In the USA, 300 million barrels of oil per annum are used to produce food that is then thrown away. A barrel of oil is roughly 159 liters, which means that 47.6 billion liters per annum are burnt away into our atmosphere to produce food that is then thrown away (Carr, Downing, and Priestly, 2015, p. 15). That is from the US alone, and before the emissions from eventual landfills are taken into account. Recently, some progress has been made on the issue. For example, UK consumer s avoidable food waste fell by 21% between 2007 and 2012, though this still leaves the consumer segment responsible for the majority of the waste, which totals around 4.2mln tons per year (Quested, Ingle, and Parry, 2013). While households ultimately produce the majority of waste, research has shown consumers are confused by retailers messages regarding date labels (Enright, Good, and Williams, 2010; Evans, 2011; Neff, Spiker, and Truant, 2015), have issues with packaging design, and often buy too much (Carr et.al, 2015; Graham-Rowe, Jessop, and Sparks, 2014). This research brief explores consumer attitudes and behaviors about food waste as well as the role of retailers that leads to such waste, with a focus on packaging. For the purpose of this brief, food packaging refers to the package itself (size and design), the quantity of food items sold in within a single pack and labels displayed on the pack. The findings from this brief can be used by those working on government initiatives seeking to clarify retail food labels for the consumer, with the end goal of reducing waste. Additionally, it could be helpful to packaging designers to understand the importance of designing food packaging that is both easy to use and easy to empty.

3 Exploring Consumer Food Waste 3 Literature Review This brief reviews literature in two primary areas: consumer behaviors and opinions in industrialized nations regarding food waste, and the impact that retailers have on consumer food waste. Consumer behavior and opinions regarding food waste Research investigating consumer behavior in developed countries shows there is desire to cut back on food waste but that there are various barriers to doing so. The focus throughout this brief is on avoidable food waste defined as food and drink thrown away because it is no longer wanted or has been allowed to go past its best (Quested et al., 2013, p. 23), rather than food or food portions that are not typically eaten (e.g. banana peels, fish bones). While the exact reasons for throwing food away vary by category (meat, bakery etc.), previous research categorized these reasons into broad themes that account for the majority of waste. Data collected during 2012, using household surveys and waste audits by local authorities in the UK, showed that approximately 80% of food and drink was discarded due to it not getting used in time, or too much was cooked, prepared or served (Quested et al., 2013). Lifestyle and societal factors impact consumer behaviors linked to food waste. While there are desires to want to cut back on the amount of food thrown away, there are also societal pressures that may lead to waste or act as barriers to its reduction. Finances are at play on both sides of the equation. Consumers do not want to waste money by throwing away food but also have trouble turning down a deal that entices them to buy more than they need or had intended. In a qualitative study of 15 UK households, conducted through interviews, research found that the main motivations to avoid throwing away food were financial, i.e., to not waste money, and the desire to do the right thing (Graham-Rowe et al., 2013). Meanwhile, research has

4 Exploring Consumer Food Waste 4 also found that consumers find themselves buying more than necessary; incentivized by the apparent value for money that buying in bulk presents (Graham-Rowe et al., 2013; Choi, Farr-Wharton, and Foth, 2014). A participant in Graham-Rowe et al. s interview process noted: You buy a pack of mince, it s cheap and you cook all of it. You couldn t eat all of it, otherwise I would be the size of a house. (p. 20). Examples of societal pressure were evident as Graham-Rowe et al. (2013) found that the pressure to be a good provider for ones household was a significant barrier to waste reduction. Food is habitually purchased in abundance to live up to this expectation. This feeling is particularly strong in mothers. A Graham-Rowe et al. (2013) study participant noted: it s very much to do with my feeling of being a good mother as well, having plenty of fruit and vegetables in and that feeling of having a full cupboard...even if they don t eat it you know that was my intention and that s what I am offering. (p. 19). Once consumers have (over) purchased food, there are issues with usage and storage. Using ethnographic observation and interviews, an Australian study sought to find elements leading to waste-causing behaviors. The top elements they found were: consumers are often unaware of what food they already have at home, lack of knowledge about when food has spoiled or is edible, as well as incentivized or mandatory purchases of bulk items through discounts (Choi et al., 2014). Over abundance is problematic in regards to leftover food storage as well; Choi et al. (2014) found that stored food is sometimes hidden within a crowded refrigerator and therefor unseen and forgotten about. The Impact of Retailers on Consumer Food Waste As previously noted, consumers are named as the main source of food waste in developed countries. Given the heightened scrutiny on the consumer as a result of this title, there has been much research conducted on this group. Based on findings from the research, it seems certain

5 Exploring Consumer Food Waste 5 factors that cause consumer food waste can be linked back to the retailer, even though it is the consumer who is committing the actual disposal. Date labels, an element of packaging, are one example of a retailer-originated issue for the consumer. In a quantitative study in the U.S., which took a random selection of online participants using GFK/Knowledge works, 91% of respondents said they pay attention to date labels (Neff et al., p. 8). If date labels are a significant focus for consumers when determining when to use or discard food, the clarity of these labels is important by default. Unfortunately, research repeatedly shows there is low understanding about how to interpret date labels, (Carr et al., 2015; Enright et al., 2010; Gustafsson, Lofgren, Otterbring, Wikstrom, and Williams, 2012) which can ultimately leave consumers to just judge food using their own methods like trusting their nose as noted by Evans 2011 ethnographic study of 19 UK households over a period of eight months. Display until labels, which do not even apply to consumers but rather to the retailers, are therefore redundant in nature. While labels that are for relevant for consumers use by, sell by and best before might be relatively more clear when stated on their own, when used collectively on a single item can be confusing or even misleading. Enright et al., (2010) through a five-phase evaluation of observing UK consumers, found this confusion leads to relaxed attitudes towards expiration labels. These relaxed attitudes translate into consumers forming their own methods to judge the state of their food with some discarding meat before the specified date if they believe it is showing signs of going off e.g. browning, smelling bad (Enright et al., 2010, p. 38). Discarding food that smells off may not be bad practice, the point instead here is that confusion about labels leads to some consumers considering them irrelevant once at home. In addition to the consumer behavior of bulk buying for the apparent financial incentive, research also reveals instances of unavoidable bulk purchasing due to packaging. There are

6 Exploring Consumer Food Waste 6 items that are only offered in too-large quantities. Choi et al. (2014) interview participants were specific: respondents provided examples such as buying spring onions in bulk (spring onions are often purchased in bundles), but not using all spring onions available when cooking, because there was [sic] too many to use. This was the case with a variety of produce items often sold in bulk (e.g. tomatoes, spinach and celery). (Choi et al., 2014, p. 398). There were related findings from an explorative study in Sweden wherein sixty-one families diarized their food waste over seven days, noting why each item was wasted. The conclusion regarding packaging found that 20-25% of the avoidable food waste was linked to packaging, with households noting too big packages and packages that are difficult to empty as reasons for waste (Gustaffson et al., 2014). A qualitative study that focused on the supplier-retailer relationship, conducted through 43 interviews with manufacturing, wholesale, and retail managers, uncovered some data related to the retail-consumer dynamic. Specifically, it found that promotional efforts by UK retailers can lead to forward buying resulting in waste, especially in shorter life-span products (Adenso- Diaz, Carlos, and Yurt, 2011). This reinforces the waste issues that stem from retail labeling, in addition to the previously mentioned date stamps. When presented with possible changes that U.S. retailers could make to help decrease household food waste, Neff et al. (2015) found popular changes U.S. consumers would like to see were more re-sealable packages (57%), more variety in product sizes (50%), buy one, get one later sales (48%), and discounting foods that are over ripe or near expiration (48%) (p. 10). With exception for perhaps the last suggestion regarding food near expiration, these ideas are inline with similar consumers behaviors elsewhere in the developed world. From Sweden, to Australia and the UK, self-reported guilt and disappointment resulting from over-buying and subsequently throwing away food, implies that a buy one, get one later scheme is likely to have

7 Exploring Consumer Food Waste 7 success. A major UK retailer, Tesco, is said to be trialing the effort currently (Carr et al., p. 38). Conclusions The brief found that money is a main motivator for the consumer when both purchasing food and when considering food waste. Consumers also want to feel like they are ample providers for their households, a feeling that is particularly strong in mothers. Despite the reasons for buying too much food (e.g. sale promotions or provider syndrome ) leftovers are problematic as consumers are often unaware of what they have on hand, and the abundance being kept leads to hidden items that are left to spoil. Retailers, while not the group committing the most food waste themselves, have practices that keep the consumer in first place for wastefulness. Retailer packaging labels that are intended to help ( display until, best by, use by, sell by ) are not well understood by consumers. They are poorly defined individually and cause confusion when used together, leading to their redundancy. Over-purchasing is spurred by promotional labels ( buy one, get one free ) and certain items only available to buy in bulk. To compound matters, packaging itself can be the problem, when poor design does not allow for full consumption of a product.

8 Exploring Consumer Food Waste 8 References Adenso-Diaz, B., Carlos M., Yurt O. (2011). The causes of food waste in the supplier retailer interface: Evidences from the UK and Spain. Resources, Conservation and Recycling, 55, Allen, B. (2015, August 13). UK wastes the most food in Europe. Retrieved from: Bear, C., Eden, S., & Walker, G (2008). Mucky carrots and other proxies: problematising the knowledge-fix for sustainable and ethical consumption. Geoforum, 39, Carr, W., Downing, E., Priestly, S. (2015). Food waste. Retrieved from: Choi, J., Farr-Wharton, G., Foth, M. (2014). Identifying factors that promote consumer behaviours causing expired domestic food waste. Journal of Consumer Behaviour, 13, Enright, G., Good H., Williams N. (2010). Qualitative research to explore people s use of food labeling information: final report. Retrieved from: Evans, D. (2011). Blaming the consumer once again: the social and material contexts of everyday food waste practices in some English households. Critical Public Health, 21, (4), González Vaqué, L. (2015). Food Loss and Waste in the European Union: A New Challenge for the Food Law? European Food & Feed Law Review, 10 (1), Graham-Rowe, E., Jessop, D.C., & Sparks, P. (2014) Identifying motivations and barriers to minimising household food Waste. Resources, Conservation and Recycling, 84,

9 Exploring Consumer Food Waste 9 Gustafsson A., Lofgren, M., Otterbring, T., Wikstrom, F., Williams, H. (2012). Reasons for household food waste with special attention to packaging. Journal of Cleaner Production, 24, Neff, R., Spiker, M., Truant, P. (2015). Wasted food: U.S. consumers' reported awareness, attitudes, and behaviors. Retrieved from: NHS (2015). Food labelling terms. Retrieved from: Quested, T., Ingle, R., & Parry, A. (2013). Household Food and Drink Waste Retrieved from Wrap website: Sifferlin, A. (2013, September 19). Food expired? Don t be so quick to toss it. Retrieved from: Trussell Trust (2014). Latest foodbank figures top 900,000: life has got worse not better for poorest in 2013/14, and this is just the tip of the iceberg [Press Release]. Retrieved from Trussell Trust website: