THE ROLE OF MEDIA AND PROMOTION IN INCREASING CONSUMER AWARENESS TO REDUCE FOOD WASTE
THE ROLE OF MEDIA AND PROMOTION IN INCREASING CONSUMER AWARENESS TO REDUCE FOOD WASTE

Summary/Abstract: This paper investigates the role of media and promotional campaigns in driving household food waste reduction. Employing ordinal regression on 112 survey respondents, the research highlights the effectiveness of media headlines and motivational messaging in encouraging consumers to minimize food waste. The research reveals that media and motivational headlines significantly impact consumer behavior. Strategically crafted messages can encourage individuals to consume all purchased food, minimizing waste. Social media and web portals become the primary sources of information on food waste, emphasizing the importance of utilizing these channels for awareness and action. The findings emphasize the growing urgency of addressing food waste and the potential of media and promotion to drive meaningful change. By understanding the factors that motivate consumers and leveraging the power of digital platforms, impactful campaigns can be developed to encourage responsible food consumption and reduce waste across households.

• Details
• Contents