Consumer-Related Food Waste: Role of Food Marketing and Retailers and Potential for Action

Food waste has received increasing attention in recent years. As part of their corporate social responsibility strategies, food supply chain actors have started to act towards avoiding and reducing food waste. Based on a literature review, an expert interview study, and example cases, we discuss food marketing and the role and responsibility of retail. Food marketing and retailing contribute to consumer-related food waste via decisions on date labeling, packaging sizes and design elements, and pricing strategies encouraging overpurchase, as well as communication shifting consumer priorities to the disadvantage of food waste avoidance. Potential actions to tackle food waste relate to improved packaging and information, altering pricing strategies, and cooperation with other actors across the supply chain. Three cases highlight the extent to which moral and strategic motives are interlinked and that there are opportunities for competitive advantage through corporate social responsibility and a business case for sustainability in the area of food waste.