Corporate Communications and Consumer Related Food Waste: An Exploration of the Links through the Domestic Food Cycle

Purpose: Corporate communications are a significant driver of perceptions and behaviors. The main objective of this study is to explore the role of corporate marketing communications in shaping consumers’ food related behaviors throughout the domestic food cycle (DFC). Specifically, to know how marketing communications around food may lead to (un)sustainable food choices, consumption practices, consumer-related food waste, and waste avoidance behaviors.Design/Methodology/Approach: A comprehensive exploration of consumers’ exposure to and attitudes towards food communication is conducted in parallel with behavioral analysis of consumers at all stages of the DFC, from pre-acquisition to disposition. An assessment of consumers’ attitudes, perceptions, and actual behavior toward food waste issues is also concluded through in-depth interviews with 10 households (15 participants) in Pakistan, engaging the food buyers and producers in the households in particular.Findings: Findings revealed that the emotional and social appeals in communication messages trigger need arousal and impulse buying or over-buying. Social norms impact food choice and consumption practices. Instant consumption of fast food or eating out plans triggered by food fantasizing communication appeals causes the waste of some home-cooked meals almost daily. In-store communications almost always increase the budget and encourage shopping beyond the planned shopping list.Implications/Originality/Value: It is concluded that the lack of sustainability-related communication around food products creates a complete gap in fostering sustainable food choices and consumption behaviors.