The main goal of this study is to investigate stimulus that can be used to increase consumers purchase intentions toward suboptimal food products. Consumers seem to have low preferences to buy fruits and vegetables with unusual appearance, products with damaged package and close to the expiration date, usually called suboptimal food products. However, rejection of suboptimal food is an important contributor to food waste levels. Interventions aimed at encouraging the purchase of suboptimal food are scarce, however needed. This study used the theory of normative influence to test the effect of both descriptive and injunctive norms on a product with an unusual appearance, a product with a reduced expiration date and a product with a damaged package. The first study tested different messages appeals to create a realistic norm in study 2. From this study, it was selected the social message appeal and the frequencies of purchase toward each product, using them in the messages as the prevalent norm The second study analysed the effect of injunctive and descriptive norms of purchase intentions toward suboptimal food and also tested the effect of environmental concern and food waste problem awareness. Results show that both environmental concern and food waste problem awareness impact purchase intentions toward suboptimal food. Additionally, appeals employing social norms proved to affect purchases intentions toward these products. However, this effect only occurred for the vegetable with an unusual appearance and the product with a package damaged. For the product with a reduced expiration date the norms had no effect. Moreover, for the product with an unusual appearance, food waste problem awareness mediated the effect of injunctive norm on purchase intentions. Based on the results, this study contributes to the theory of normative influences by showing that, in a general way, this theory is applied to food waste reduction issues, more specifically, with suboptimal food consumption. However, it is necessary to consider the type of sub-optimally and the context where the influence is applied. Additionally, was discussed how social norms can be used to tackle food waste and the implications for marketing and policy actions.

To significantly reduce the volumes of food currently wasted in industrialized countries, tackling food waste on the household level is paramount. While awareness campaigns and economic incentives are important measures, it is crucial to look beyond individual decision making and scrutinize how contextual factors frame consumer lifestyles in ways that intensify the issue of food going to waste. This paper addresses the role of material contexts-in particular, infrastructures and Technologies- in the shaping of food shopping and storing practices and thus consumer food waste. It presents an in-depth, qualitative study with 24 Austrian households, conducted from November 2016 to February 2017. Data were collected through food waste diaries, semi-structured interviews and a total of 16 focus group discussions. In line with other studies, we find that food waste is a largely unintended outcome of entangled daily routines revolving around food, such as meal planning, grocery shopping and food storing. The characteristics of food retail infrastructures-in terms of accessibility, density and type-shape these routines and thus potentially influence excess food purchases. Food storing practices as well depend on the characteristics of domestic infrastructures and co-evolve with technologies used for storing food. Unraveling the interconnectivity between material contexts and household food practices can inform policy, product design and food retail development and thus has implications for reducing consumer food waste.

The main goal of this study is to investigate stimulus that can be used to increase consumers purchase intentions toward suboptimal food products. Consumers seem to have low preferences to buy fruits and vegetables with unusual appearance, products with damaged package and close to the expiration date, usually called suboptimal food products. However, rejection of suboptimal food is an important contributor to food waste levels. Interventions aimed at encouraging the purchase of suboptimal food are scarce, however needed. This study used the theory of normative influence to test the effect of both descriptive and injunctive norms on a product with an unusual appearance, a product with a reduced expiration date and a product with a damaged package. The first study tested different messages appeals to create a realistic norm in study 2. From this study, it was selected the social message appeal and the frequencies of purchase toward each product, using them in the messages as the prevalent norm The second study analysed the effect of injunctive and descriptive norms of purchase intentions toward suboptimal food and also tested the effect of environmental concern and food waste problem awareness. Results show that both environmental concern and food waste problem awareness impact purchase intentions toward suboptimal food. Additionally, appeals employing social norms proved to affect purchases intentions toward these products. However, this effect only occurred for the vegetable with an unusual appearance and the product with a package damaged. For the product with a reduced expiration date the norms had no effect. Moreover, for the product with an unusual appearance, food waste problem awareness mediated the effect of injunctive norm on purchase intentions. Based on the results, this study contributes to the theory of normative influences by showing that, in a general way, this theory is applied to food waste reduction issues, more specifically, with suboptimal food consumption. However, it is necessary to consider the type of sub-optimally and the context where the influence is applied. Additionally, was discussed how social norms can be used to tackle food waste and the implications for marketing and policy actions.

The main goal of this study is to investigate stimulus that can be used to increase consumers purchase intentions toward suboptimal food products. Consumers seem to have low preferences to buy fruits and vegetables with unusual appearance, products with damaged package and close to the expiration date, usually called suboptimal food products. However, rejection of suboptimal food is an important contributor to food waste levels. Interventions aimed at encouraging the purchase of suboptimal food are scarce, however needed. This study used the theory of normative influence to test the effect of both descriptive and injunctive norms on a product with an unusual appearance, a product with a reduced expiration date and a product with a damaged package. The first study tested different messages appeals to create a realistic norm in study 2. From this study, it was selected the social message appeal and the frequencies of purchase toward each product, using them in the messages as the prevalent norm The second study analysed the effect of injunctive and descriptive norms of purchase intentions toward suboptimal food and also tested the effect of environmental concern and food waste problem awareness. Results show that both environmental concern and food waste problem awareness impact purchase intentions toward suboptimal food. Additionally, appeals employing social norms proved to affect purchases intentions toward these products. However, this effect only occurred for the vegetable with an unusual appearance and the product with a package damaged. For the product with a reduced expiration date the norms had no effect. Moreover, for the product with an unusual appearance, food waste problem awareness mediated the effect of injunctive norm on purchase intentions. Based on the results, this study contributes to the theory of normative influences by showing that, in a general way, this theory is applied to food waste reduction issues, more specifically, with suboptimal food consumption. However, it is necessary to consider the type of sub-optimally and the context where the influence is applied. Additionally, was discussed how social norms can be used to tackle food waste and the implications for marketing and policy actions.

An estimated 1.3 billion tons of food is lost or wasted every year, adding to the growing problem of CO2 emissions and global warming. Consequently, there is an urgent need to address this issue. However, while a lot of research in Human-Computer-Interaction has been conducted about food waste in private households, there is still a lack of research about people’s food waste at a retail level in restaurants. This paper explores the potential of gamification in the design of apps intended to support more sustainable food consumption behavior. This study is centered on the existing Too Good To Go app and examines current user behavior and perception through quantitative and qualitative methods. Then through employment of design frameworks and iterative prototype cycles the potential to encourage active sustainable food consumption is examined. Findings show that there are many challenges stopping users from actively using the current app more often.  Findings also suggest that gamification has the potential to increase users’ motivation to use the app beyond reasons of only saving food. The implications of this paper could present new opportunities for applying gamification to reduce food waste that could inspire researchers and practitioners to explore the theme further.