Waste not, Want not!
Tuesday 27th September 2022
Dr Chang presented results from EUFIC’s ‘Waste not, Want not!” campaign. “A science-based hack a day keeps food waste away: 30-day journey to reduce food waste at home” aimed to raise awareness about the impacts of food waste, especially at the household level.
From this campaign, EUFIC also gained insights into how information-based campaigns can be most effective including addressing target audiences specifically with information about critical behaviors, every-day measures of change, simple and effective strategies for behavior change, working with others to maximise impact, and using the right measures to assess impact.
Reducing food waste does not bring direct benefits to consumers, except for saving money wasted on products that are not consumed, meaning drivers to change consumers behavior are not awareness of environmental impact but economic and social benefits. Consumers want to save time and money, and want to communicate their efforts to peers, exchanging experiences and difficulties associated with food waste reduction.
It is important to consider that individuals are often at different stages regarding food waste and engagement with reduction activities. Information should be easy to understand and act upon, especially at the beginning of a campaign so individuals and households feel like they are succeeding and remain engaged during the campaign.
Whilst it is important for campaigners to assess awareness and understanding, judgments about behavioral compliance should be avoided, and assessment must consider control groups (those not receiving messages) as well as direct and indirect measures.
EUFIC (European Food Information Council) https://www.eufic.org/en/
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