Assumptions About Consumers in Food Waste Campaigns: A Visual Analysis
Sutinen reveals six assumptions about consumers carried by food waste campaigns. The chapter views food waste campaign material as social marketing communication and builds upon different approaches to consumer behaviour change. The chapter focuses on visual food waste campaign material published in Finland and in Sweden. Three of the identified assumptions—economical, environmental and ethical consumer—are related to the assumed orientation of consumers in terms of food waste. The other three assumptions—childlike, uninformed and active consumer—illustrate the assumed level of agency. Sutinen argues that in order to plan and create effective food waste campaigns the underlying assumptions of consumer need to be critically evaluated.
KeywordsFood waste campaigns Social marketing Consumers Reducing food waste Behaviour change Sociocultural perspective Agency of consumers
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