Reducing waste of food left on plates: Interventions based on means-end chain analysis of customers in the foodservice sector

About this resource: Semi-structured interviews were used to explore the underlying drivers leading to plate waste in a residential foodservice setting, as well as barriers to reducing it. Laddering techniques were used to identify links from behaviours through an individual’s rationalisation for that behaviour to their personal values. The personal values identified as being the most important for study participants were hedonism and self-direction. The specific aspects of these values for plate waste reduction interventions are not compromising on an individual’s enjoyment of the meal and meeting their health goals. Effective interventions include pre-ordering meals, reducing the food options provided, reducing plate size, removing food trays and finally, information campaigns to raise awareness about food waste. This study provides insights into the personal values that influence behaviours resulting in plate waste in a residential foodservice setting and is the first to establish the links between this behaviour, rationalisation for the behaviour and personal values.

Food Waste Innovation Authors: Miranda Mirosa

Citation: Mirosa, M., Munro, H., Mangan-Walker, E.,& Pearson, D. (2016) Reducing waste of food left on plates: Interventions based on means-end chain analysis of customers in the foodservice sector. British Food Journal, 118(9), 2326-2343.