A digitally enabled circular economy for mitigating food waste: Understanding innovative marketing strategies in the context of an emerging economy

Within the context of the circular economy, this article analyses how supermarkets can reduce food waste by implementing appropriate marketing strategies underpinned by digital technologies, such as Big Data predictive analytics. Little is currently known of the potential role of the emerging digital technologies in furthering the sustainability of supermarket chains in emerging economies. Thus, an original multiple case study has been conducted, involving six supermarket chains operating in Brazil and six farming distributors that produce fruit and vegetables (F&V). The findings show that actions towards food waste reduction based on the principles of the circular economy begin with an understanding of F&V stages of deterioration. Through such an understanding, a number of actions can be undertaken to reduce the negative effects of this deterioration. These include (among others) the management of prices, sales, operations, and purchases, all of which can be underpinned by such technologies as sensors and augmented reality in order to manage dynamic pricing, storage, and item display. The findings contribute to demonstrating how digital technologies can help supermarkets’ marketing departments in driving corporate sustainability while also benefiting both consumers and societal well-being.