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dc.contributor.authorAschemann-Witzel, Jessica
dc.contributor.authorOtterbring, Tobias
dc.contributor.authorde, Hooge
dc.contributor.authorNormann, Anne
dc.contributor.authorRohm, Harald
dc.contributor.authorAlmli, Valerie Lengard
dc.contributor.authorOostindjer, Marije
dc.date.accessioned2021-10-20T09:19:40Z
dc.date.available2021-10-20T09:19:40Z
dc.date.created2020-09-14T11:35:53Z
dc.date.issued2020
dc.identifier.citationFood Quality and Preference. 2020, 80 1-9.en_US
dc.identifier.issn0950-3293
dc.identifier.urihttps://hdl.handle.net/11250/2824052
dc.description.abstractOne approach to tackling the imminent sustainability problem of food waste is to sell suboptimal food which otherwise might be wasted. However, understanding how the action of buying price-reduced suboptimal food is influenced by the fact that the consumer purchases it publicly while observed by others is yet unexplored. The present research investigates which associations consumers form when they see other consumers purchasing suboptimal foods. In an online experimental survey, consumers of five European countries checked every word that applied (CATA) from a set of items that described what choosing a food item told them about an acquaintance they met in the store in terms of his or her traits. The food item was optimal or suboptimal, fresh or packaged food, and presented with a communication that either underlined a budget saving benefit or a contribution to avoiding food waste. Results show that consumers of suboptimal products are regarded as economic and thrifty, as well as frugal and environmentally concerned. The associations with consumers of optimal products are more diverse, and include both positive and negative wordings, ranging from successful to fussy and inattentive. Consumers’ own level of environmental concerns and value consciousness explain the degree to which they perceive another consumer to have similar traits, revealing that consumers project their own traits on others. Findings imply that stores offering suboptimal food should present and communicate the items in line with the characteristics of the store’s target group, and that suboptimal food choices can trigger positive associations.
dc.language.isoengen_US
dc.subjectSuboptimal food
dc.subjectSuboptimal food
dc.subjectIdentitet
dc.subjectIdentity
dc.subjectKommunikasjon
dc.subjectCommunication
dc.subjectFood Waste
dc.subjectFood Waste
dc.subjectAssociation
dc.subjectAssociation
dc.titleConsumer associations about other buyers of suboptimal food – And what it means for food waste avoidance actionsen_US
dc.typeJournal articleen_US
dc.typePeer revieweden_US
dc.description.versionacceptedVersion
dc.source.pagenumber1-9en_US
dc.source.volume80en_US
dc.source.journalFood Quality and Preferenceen_US
dc.identifier.doi10.1016/j.foodqual.2019.103808
dc.identifier.cristin1829631
dc.relation.projectNofima AS: 201702
dc.relation.projectNorges forskningsråd: 262308
cristin.ispublishedtrue
cristin.fulltextpostprint
cristin.qualitycode1


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