DON'T LET IT SOUR: CONDITIONS OF FOOD WASTE IN THE LIGHT OF SOCIAL MARKETING

Authors

DOI:

https://doi.org/10.24857/rgsa.v15i2.2761

Keywords:

food waste, social marketing, wicked problems

Abstract

This article analyzed the factors that influence food waste at the household level from the definition of a hypothetical model to predict the intention to reduce food waste. For the data collection process, a questionnaire was created in Google forms, whose respondents were accessed through the social networks of groups related to food, resulting in 532 questionnaires. The data were submitted to psychometric validation procedures of the constructs, the analysis of descriptive measures and the analysis of the hypotheses of the proposed model. The results show that the group predisposed to reducing food waste is composed of: women, individuals between 21 and 35 years old, students or graduates and who work all day. These results point to the need for gender appeals in addition to other possibilities of segmenting social marketing programs to reduce waste.

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Author Biography

Stephanie Ingrid Souza Barboza, Universidade Federal da Paraíba

Departamento de Ciências Sociais Aplicadas (Campus III) e do Programa de Pós-graduação em Gestão Pública e Cooperação Internacional (Campus I) da Universidade Federal da Paraíba.

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Published

2021-09-28

How to Cite

Barboza, S. I. S., Mota, F. P. B., & Nascimento, E. A. do. (2021). DON’T LET IT SOUR: CONDITIONS OF FOOD WASTE IN THE LIGHT OF SOCIAL MARKETING. Revista De Gestão Social E Ambiental, 15, e02761. https://doi.org/10.24857/rgsa.v15i2.2761

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