Do discounted food products end up in the bin? An investigation into the link between deal‐prone shopping behaviour and quantities of household food waste

• Published in: International journal of consumer studies Vol. 43; no. 2; pp. 199 - 209
• Main Authors: Giordano, Claudia, Alboni, Fabrizio, Cicatiello, Clara, Falasconi, Luca
• Format: Journal Article
• Language: English
• Published: Oxford Blackwell Publishing Ltd 01-03-2019
• Subjects: Airports; Attitudes; CAWI; Consumers; Food; food deals; food diary; Food products; Food supply; Food waste; Habits; household food waste; Households; Low income groups; Pilot projects; Prone; Purchasing; Shopping; shopping behaviour; Supply
• ISSN: 1470-6423; 1470-6431
• DOI: 10.1111/ijcs.12499

Household food waste is considered to be the largest share of food waste along the food supply chain. Given that its recoverability is also more challenging compared to food waste in other stages of the chain, most studies on household food waste adopt a pre‐emptive approach by aiming to identify and address consumer beliefs, attitudes and actions that are linked to food waste. In scientific literature, household food waste has often been studied in relation to the habit of purchasing discounted food products (DFP). However, findings have been contradictory. Specifically, while some authors found that deal‐prone consumers are usually of lower income and therefore display a wiser and more attentive attitude towards grocery shopping, other authors reported that the purchase of discounted products was usually linked to compulsive shopping, hence resulting in higher food waste quantities at home. Due to these discrepant findings, a definitive answer on the impact of DFP on household food waste does not currently exist in the literature. This paper analyses the correlation between the purchase of DFP and weekly household food waste quantities. To do so, we examine (a) the results of a food waste diary experiment carried out on a representative sample of 385 households in Italy in February 2017, and (b) the results of a 23‐items Computer Assisted Web Interview survey administered to the same householders, in which shopping habits were investigated. Results revealed no evidence of either a positive or negative relationship between the purchase of DFP and household food waste quantities. Frequency of grocery shopping was the only variable found to have a significant impact on household food waste quantities.