Author(s): Jana Rybanská, Filip Tkáč, Zdenka Kádeková
Title: Social Marketing as a Way to Address Excessive Food Waste at the Consumer Level
Source: Sustainable, Resilient and Fair Food Systems in the EU and Globally. Proceedings of the scientific papers from the international scientific symposium
ISBN: 978-80-552-2557-9
DOI: https://doi.org/10.15414/2022.9788055225579.148-159
Publisher: Slovak University of Agriculture in Nitra, Slovakia
PY, pages: 2022, pp. 148-159
Published on-line: 2022-12-15
Language: eng
Abstract: Food waste is one of the serious global and societal problems falling under the issue of sustainable development. All member states of the European Union are dedicated to preventing food waste, which
is also one of the current priorities of the European Commission and its activities. Although many of the Earth's inhabitants suffer from hunger and deprivation, consumers in developed countries prefer a
consumerist way of life, wasting limited resources and overburdening the environment. The presented paper aims to determine how the selected social marketing tool (social advertising) affects conscious
and subconscious consumer reactions and behaviour concerning food waste. The research is divided into two parts and was carried out on two independent research sets – consumers in Research Set X
(171 respondents aged from 20 to 46) answered questions in a prepared questionnaire and evaluated two social advertisements; consumers in Research Set Y (59 respondents aged from 17 to 50) rated the
same social ads as consumers in Research Set X, and at the same time their emotional reactions from facial expressions (micro‐mimics) were assessed using the Face Reader software. In the research,
we have worked with two social audio‐visual advertisements on the social networks TikTok and Youtube. The results of our research show that social advertising with emotional appeals, which evoke
complex emotions, such as sympathy or emotion, has great potential to educate consumers and influence (in the desired direction) their behaviour and decision‐making in the food market. It creates a
counterpoint to commercial advertising and helps consumers realize the seriousness of the consequences of their behaviour in the context of food waste.
Keywords: food waste, social advertising, consumer reactions, emotions
JEL Classification: M37, M39, L66, Q18
Rights:Open Access :: Creative Commons BY-NC 4.0 International Licence
Toto dielo je publikované pod/This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International Licence.
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