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Assumptions About Consumers in Food Waste Campaigns: A Visual Analysis

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Food Waste Management

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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Author information

Authors and Affiliations

  1. Faculty of Management and Business, Tampere University, Tampere, Finland

    Ulla-Maija Sutinen

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  1. Ulla-Maija Sutinen
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Correspondence to Ulla-Maija Sutinen .

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Editors and Affiliations

  1. Tampere University, Tampere, Finland

    Elina Närvänen

  2. Tampere University, Tampere, Finland

    Nina Mesiranta

  3. Tampere University, Tampere, Finland

    Malla Mattila

  4. Tampere University, Tampere, Finland

    Anna Heikkinen

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Sutinen, UM. (2020). Assumptions About Consumers in Food Waste Campaigns: A Visual Analysis. In: Närvänen, E., Mesiranta, N., Mattila, M., Heikkinen, A. (eds) Food Waste Management. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-20561-4_9

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