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REFRESH is funded by the Horizon 2020 Framework Programme of the European Union under Grant Agreement no. 641933. The contents of this document are the sole responsibility of REFRESH and can in no way be taken to reflect the views of the European Union
5/2/2019
Tackling consumer food wasteREFRESH Community of Experts webinar series
www.refreshcoe.eu
www.eu-refresh.org5/2/2019
Background
REFRESH:
• EU research project taking action against food waste
• Actively promotes collaboration in tackling food waste
www.refreshcoe.eu
REFRESH Community of Experts (CoE) is virtual platform to:
• Share knowledge and best practice
• Enable replication
• Host tools and resources
• Promote cross-sector collaboration
www.eu-refresh.org5/2/2019
Background
www.refreshcoe.eu
www.eu-refresh.org5/2/2019
Background
www.refreshcoe.eu
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The webinar series
REFRESH CoE running webinar series, 9 April – 2 May 2019.
To register or view recordings please visit:
www.refreshcoe.eu/refresh-webinar-series
www.refreshcoe.eu
Adding value to food waste and by-products
9 April 2019 – 2 pm BST (3 pm CEST)
Voluntary agreements to address food waste
10 April 2019 – 2 pm BST (3 pm CEST)
Tackling consumer food waste 29 April 2019 – 2 pm BST (3 pm CEST)
Measuring and managing retail food waste
2 May 2019 – 2pm BST (3 pm CEST)
www.eu-refresh.org5/2/2019
Our speakers today
Jenny Carr, Citizen Campaigns Project Manager at WRAP
Dr Erica Van Herpen, Associate Professor, Wageningen University
Tom Quested, Research Analyst, WRAP Global
www.refreshcoe.eu
Stephanie Wunder, Coordinator Food Systems, Ecologic Institute
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Agenda
1. Introduction and overview (Erica): including drivers for household food waste and the contribution of household practices
2. Policy overview (Stephanie): including how consumer food waste can be influenced by policy makers and different categories of policy interventions
3. Measurement and evaluation (Tom): including approaches for measurement and examples of success
4. Questions
5. Close
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Asking questions
• Please ask questions!
• Use the question box near the bottom of your control panel
• We will try and answer as many as we can at the end of the webinar
• CoE can also be used to ask questions and share knowledge
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Introduction to household food waste
Dr Erica Van Herpen, Associate Professor, Wageningen University
www.refreshcoe.eu
www.eu-refresh.org5/2/2019
Why do people waste food?
“We live in a throwaway society”
The “excessive, wanton nature of contemporary consumerism” is seen as evidence (Evans, 2012)
Or do we?
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Wasting is not careless or carefree
Consumers...attempt to lessen anxieties about discarding food (Evans, 2012)
describe themselves as worrying and feeling guilty about wasting (Quested et al., 2013; Abeliotis et al., 2014)
favor options with less waste (Bolton & Alba, 2012)
even forgo free food or drink in ‘any size same price’ promotions (Moore & Taylor, 2010)
www.eu-refresh.org5/2/2019
Research in REFRESH
Focus groups,
4 countries (NL, Hungary, Germany, Spain)
6 per country, n = 147
Survey in the same 4 countries
3354 households
REFRESH measure of HH food waste
https://eu-refresh.org/national-qualitative-insight-household-catering-food-waste
http://eu-refresh.org/quantified-consumer-insights-food-waste
www.eu-refresh.org5/2/2019
Wasting is not carefree for consumers
“Every time I throw something in the trash, I feel like I'm throwing away a 5 EURO note.”
“Doesn't hurt my pocket. It hurts my soul.”
“Wasting is not acceptable to me at all. But if it happens from time to time
then it happens.”
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Waste as collateral damage
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Waste prevention is not the main goal
Thus...
Target household practices surrounding food
Integrated with other goals
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Social marketing approach
Ability OpportunityMotivation
Household food waste
Household practices
https://eu-refresh.org/causes-determinants-consumers-food-waste
www.eu-refresh.org5/2/2019
What affects food waste?
Notion that others waste a lotLess negative feelings about wastingImportant to have sufficient foodImportant to have tasty foodLess importance attached to price
But NOT:Awareness of consequencesOpinion of othersImportant to have healthy food
Motivation
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www.eu-refresh.org5/2/2019
What affects food waste?
Lower perceived skills to:
Plan accuratelyCook creativelyProlong the shelf-life of products
Ability
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What affects food waste?
Perception of:Unforeseen eventsLess supply in store (quality and quantity)
But NOT perception of:Accessibility of storesAvailability of equipment in the home
Opportunity
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How to help consumers?
Within REFRESH we examined:
ICT tools / apps
On-pack information
www.eu-refresh.org5/2/2019
Apps...
Many apps with limited uptakePlanning and recipe apps most popular
Consumers are open and interestedBut do not perceive a clear needInvestment (in time, energy, stamina) seen as higher than benefits
https://eu-refresh.org/ict-tools-food-management-and-waste-prevention-consumer-level
www.eu-refresh.org5/2/2019
On-pack information...
More than date labelsStorage information / freezer guidance
Storage advice useful when current behaviour is suboptimalInstructional message style
https://eu-refresh.org/effects-pack-storage-and-consumption-guidance-consumer-food-waste-behaviours
www.eu-refresh.org5/2/2019
Changing household practices…
Changing the social norm
and the consumer mindset
www.eu-refresh.org5/2/2019
Thanks!
E-mail: [email protected]
Blog: http://www.marketingandconsumerbehaviour.nl/
@MCB_WU
REFRESH:www.eu-refresh.org
www.eu-refresh.org5/2/2019
Policies against consumer food waste
Stephanie Wunder, Coordinator Food Systems at Ecologic Institute
www.refreshcoe.eu
www.eu-refresh.org5/2/2019
Categories of policy instruments to influence consumer food waste
1.Information2.Regulation3.Economic instruments
4.Nudging/change of consumer’s choice architecture and
5.Voluntary agreements
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Suitability of instruments
Hardly any knowledge about the effectiveness of policy instruments
No clear picture about
effectiveness:
Due to a lack of
monitoring the
effectiveness of
tools is hardly known
www.eu-refresh.org5/2/2019
1. Information
All attempts by public policy makers toinfluence people through the transfer ofknowledge, education and counselling
1. Information and awareness raising campaigns
2. Social norm campaigns
3. Education/skill training
4. Prompts
5. Feedback
6. Committment
(Crosscutting: Apps and ICT tools)
www.eu-refresh.org5/2/2019
Information
1. Information and awareness raisingcampaigns
Widely used instrument
Wide varieties of campaigns
Impacts hardly studied
To improve:
Positive messages: messages that blame con-sumers for waste tend to have backfiring effects
Address abilities (rather then awareness)
Impact of different narratives? stronger drivers for action like social justice & health?
www.eu-refresh.org5/2/2019
Information
2. Social norm campaigns→ exploit tendency of individuals to conform to majority
REFRESH survey showed, that what others do (descriptive social norms) have big influence
How to do this?
Modelling (observational learning/imitation) –example: waiter proactively offering doggy bag
Demonstrate desired behaviour in video
Comparative feedback about recycling behaviours
Work with existing social influencers
Impact of contests? (emphasize positive behaviourof others)
Impact of laws/regulation (e.g. french ban)?
www.eu-refresh.org5/2/2019
Information
3. Education/skill training
Improve abilities, e.g. in schools (planning, storing, cooking precicely…)
4. Prompts
Verbal or written messages that remind people (e.g. buffet: „come back as often as you want“), on pack: „Store me in the fridge“
5. Feedback
Information about frequency of waste or consequences (e.g. printed sheet on FW amounts per household)
6. Committment
→ pledge to change behaviour (works best if given in public/oosted online)
www.eu-refresh.org5/2/2019
Regulation – potential areas
On pack information, e.g. date markingRequirements for packagingRequirements consumer education (e.g. school curricula)prohibition for certain practices
Influencing consumer behaviour through regulation targeted towards other actors
Prohibition for supermarkets to waste edible food
Requirements within public procurement regulation
Regulation about waste collection and recycling
www.eu-refresh.org5/2/2019
Economic instruments
Price of Food (include external costs)Fees and taxes Waste collection: Pay-as-you throw schemes?
www.eu-refresh.org5/2/2019
Nudging
→ modification of choice architecture
Examples within public procurement: plate size, availabilities of trays placing surplus food products in more visible and salient places
www.eu-refresh.org5/2/2019
Voluntary agreements
→ self-regulations, developed by the industry and/or other stakeholders to implement or complement public policies
→ with regard to (indirectly) avoid consumer FW e.g.:
Relaxing marketing standards
Increasing availability of new products from surplus food
Roles of policy makers (extra webinar)
Have power to bring all actors together, motivation: exchange good practices & avoid regulation
Can help to set up the process incl. financial support
www.eu-refresh.org5/2/2019
Needed! Evaluation of impacts
lack of evaluation of waste reduction interventions
→ need to integrate monitoring
requirements early in campaign/intervention
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Needed! System perspective on food behaviour
Address competing goals of consumers, increase synergies reduce trade-offs:
Health
Resource use(e.g. packaging)
Regional food productionand consumption
Price and social inequality
Time availability
Wastereduction
Fresh-ness
Variety
Taste
Costs
Guests' needs
Having enough
Safe
Conve-nience
Health
www.eu-refresh.org5/2/2019
Measurement and evaluation
Tom Quested, Research Analyst, WRAP Global
www.refreshcoe.eu
www.eu-refresh.org5/2/2019
What I’ll cover:
Steps to effective measurement:
▪ Why you are measuring
▪ What you need to measure
▪ How to measure
Resources to support measurement
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Steps for measurement
Source: Food Loss and Waste Accounting and Reporting Standard: http://flwprotocol.org/
Why
measure?
What to measure?
How to
measure?Do measurement and report results
www.eu-refresh.org5/2/2019
Why measure?
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EvaluateTrack
progress
Create case for change
Understand & Prioritise
Can be lower
accuracy
May not require many
details
Lower accuracy
Requires detail
Higher accuracy
May not require many
details
Higher accuracy
May not require many
details
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What to measure?
▪ Depends on why you’re measuring
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What to measure?
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Source: Food Loss and Waste Accounting and
Reporting Standard: http://flwprotocol.org/
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How to measure?
Different for out-of-home / in-home
Possibilities include:
‘Smart bins’
Waste compositional analysis
Diaries
Photographic records
www.eu-refresh.org5/2/2019
Resources Available
1. Food Loss and Waste Accounting and Reporting Standard, including methodology selection tool
2. FUSIONS Manual
3. EU Platform on Food Waste Measurement
4. Commission for Environmental Cooperation – Practical Guide and Technical Report
5. REFRESH: Guidance on evaluating household food waste prevention interventions – published May 2019
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Summary
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Why
What
How
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Thank you!!
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http://www.wrapglobal.org/
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Asking questions on CoE
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Questions
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Further research
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