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dc.contributor.authorMirosa, Miranda
dc.contributor.authorMunro, Harriet
dc.contributor.authorMangan-Walker, Ella
dc.contributor.authorPearson, David
dc.identifier.citationMirosa, M., Munro, H., Mangan-Walker, E., & Pearson, D. (2016). Reducing waste of food left on plates Interventions based on means-end chain analysis of customers in foodservice sector. British Food Journal, 118(9), 2326–2343. doi:
dc.description.abstractSocial marketing and other types of targeted behaviour change interventions should appeal to an individual’s personal values in order to improve their effectiveness. However, there is currently little understanding of what these values are in relation to food waste. The purpose of this paper is to identify the values underpinning the specific behaviour of plate waste created in a residential foodservice setting. In semi-structured interviews (n ¼ 50) laddering techniques were used to identify links from behaviours through individual’s rationalisation for that behaviour to their personal values. The aim of the questioning was to uncover underlying drivers that lead to plate waste as well as those barriers to reducing it. The values identified as being most important are hedonism and self-direction. The aspects of these values for plate waste reduction interventions are not compromising on the individual’s enjoyment of the meal and meeting their health goals. Effective interventions include pre-ordering meals, reducing food options provided, reducing plate size, removing food tray and finally, information campaigns to raise awareness. The study provides insights into the personal values that influence behaviours resulting in plate waste. The study is the first to determine the links between this behaviour, rationalisations for that behaviour and personal values.en_NZ
dc.publisherEmerald Insighten_NZ
dc.relation.ispartofBritish Food Journalen_NZ
dc.subjectBehaviour changeen_NZ
dc.subjectFood wasteen_NZ
dc.titleReducing waste of food left on plates Interventions based on means-end chain analysis of customers in foodservice sectoren_NZ
dc.typeJournal Articleen_NZ
otago.schoolDepartment of Food Scienceen_NZ
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  • Journal Article [882]
  • Food Sciences [161]
  • Food Waste Innovation [29]
    Food Waste Innovation is a University of Otago Research Theme which measures food waste, develops reduction strategies, applies innovative technology, and works to modify producer and consumer behaviour.

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