Much of the food we grow never makes it to our plates. Items that are irregular in weight, size, or shape will be rejected.
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This causes great damage to the environment. It is estimated that 8-10% of global greenhouse gas emissions are related to unconsumed food.
Some companies are tackling food waste, such as US company Misfits Market, which buys misshapen and ugly produce and resells it at a discount in subscription boxes, and has grown into a billion-dollar business since launching in 2018.
Closer to home, Loblaw Companies' “Naturally Imperfect” product line offers unappealing produce at low prices.
Despite these efforts, there is still much work to be done to change attitudes and reduce waste. This has become an important academic question, and one that is increasingly being addressed by those working in marketing.
A recent study introduced the RESCUER framework, which is designed to expose students to food waste and create behavior change. We developed it over a three-year period through a research project undertaken by students in a class at Carleton University.
We used 90 reflective essay assignments alongside 63 sets of questionnaires (administered before and after the assignments) to develop our framework.
We began by engaging students with resources such as lectures and selected readings on food waste, irregularly shaped produce, and sustainable practices.
Students then participated in an experiential learning exercise where they actively planned, shopped for, and prepared a salad while keeping food waste issues in mind. The students wrote reflective journals about their experiences.
Next, we accounted for the social influence of family, friends, and colleagues on sustainability-oriented behavior.
Through the process, students became more aware of food waste and were able to relate to these issues more easily and consistently when shopping. This process also results in the salience of the underlying problem, i.e., the food waste problem is spontaneously evoked in the consumer's mind as soon as he or she needs to buy or prepare food. brought about.
Finally, we identified factors that facilitate the learning and adoption process, such as the availability of recycling and composting facilities at home, and access to retail stores that support sustainable practices and offer discounts on prices. .
result? The students were able to deepen their understanding of food waste and develop responsible attitudes and behaviors. I also became less picky about expiration dates and started spreading the word about what I learned.
These qualitative findings are further validated by survey results. A comparative analysis was conducted before and after the implementation of the framework. After completing the exercise, it was clear that the students' awareness, understanding and behavior regarding sustainability had all improved.
Overall, our RESCUER framework facilitates the transition to responsible consumption and also places marketing education within the sustainability narrative.
Our case is an example of how educators can play a key role in changing attitudes and behaviors and equipping future professionals with the tools to tackle sustainability challenges.
