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Perceived probability of food waste: Influence on consumer attitudes towards and choice of sales promotions

Author

Listed:
  • Guillaume Le Borgne

    (UMR MOISA - Marchés, Organisations, Institutions et Stratégies d'Acteurs - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - INRA - Institut National de la Recherche Agronomique - Montpellier SupAgro - Centre international d'études supérieures en sciences agronomiques - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier, Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier)

  • Lucie Sirieix

    (UMR MOISA - Marchés, Organisations, Institutions et Stratégies d'Acteurs - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - INRA - Institut National de la Recherche Agronomique - Montpellier SupAgro - Centre international d'études supérieures en sciences agronomiques - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier, Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier)

  • Sandrine Costa

    (UMR MOISA - Marchés, Organisations, Institutions et Stratégies d'Acteurs - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - INRA - Institut National de la Recherche Agronomique - Montpellier SupAgro - Centre international d'études supérieures en sciences agronomiques - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier)

Abstract

Based on a consumer survey including two experiments with more than 400 French respondents each, this research (1), establishes that consumers' perceived probability of waste has a significant negative effect on consumers' attitude towards promotions and consumers' intention to choose perishable food products (cheese and bread) on sale and (2), highlights skepticism towards the "Buy Two Get One Free later" offer. Recommendations are presented for managers and public policies, in order to reduce households' food waste and prevent consumers from being skeptical towards new promotional mechanisms, a brand and/or, a retailer.

Suggested Citation

  • Guillaume Le Borgne & Lucie Sirieix & Sandrine Costa, 2018. "Perceived probability of food waste: Influence on consumer attitudes towards and choice of sales promotions," Post-Print hal-02621163, HAL.
    • Handle: RePEc:hal:journl:hal-02621163
    DOI: 10.1016/j.jretconser.2018.01.004
    Note: View the original document on HAL open archive server: https://hal.inrae.fr/hal-02621163
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    References listed on IDEAS

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    1. Aschemann-Witzel, Jessica & de Hooge, Ilona E. & Almli, Valérie L., 2021. "My style, my food, my waste! Consumer food waste-related lifestyle segments," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    2. Izabela Karolina Horoś & Tonia Ruppenthal, 2021. "Avoidance of Food Waste from a Grocery Retail Store Owner’s Perspective," Sustainability, MDPI, vol. 13(2), pages 1-22, January.
    3. Sybilla Merian & Sabrina Stöeckli & Klaus Ludwig Fuchs & Martin Natter, 2022. "Buy Three to Waste One? How Real-World Purchase Data Predict Groups of Food Wasters," Sustainability, MDPI, vol. 14(16), pages 1-21, August.
    4. Marion Tharrey & Marlène Perignon & Pascale Scheromm & Caroline Méjean & Nicole Darmon, 2019. "Does participating in community gardens promote sustainable lifestyles in urban settings? Design and protocol of the JArDinS study," Post-Print hal-02154635, HAL.

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