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2020 | OriginalPaper | Chapter

9. Assumptions About Consumers in Food Waste Campaigns: A Visual Analysis

Author : Ulla-Maija Sutinen

Published in: Food Waste Management

Publisher: Springer International Publishing

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Abstract

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.

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Metadata
Title
Assumptions About Consumers in Food Waste Campaigns: A Visual Analysis
Author
Ulla-Maija Sutinen
Copyright Year
2020
DOI
https://doi.org/10.1007/978-3-030-20561-4_9

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