Epsilon Archive for Student Projects

Abstract

This thesis explores the consumption of food approaching its best before or use-by date marking that is purchased at a discount, (discounted close-to-date foods). The study relates to the implementation of price promotions as a food waste reduction measure at the retail level. The expansion of this phenomenon in recent years is problematised in terms of the lack of knowledge surrounding its impacts on food waste at the household level. Using a practice theoretical approach that recognises six distinct moments of consumption, the thesis used interviews to focus on the consumer experience of this phenomenon, elucidating how a group of 15 individuals living in Sweden fit these products into their everyday food provisioning practices.
The findings demonstrate that motivations of thrift encouraged the interviewees’ consumption of discounted close-to-date foods and that flexibility permeated food provisioning, (e.g., planning, shopping, cooking, eating) with these items. In association with knowledge and skills related to date marking and risk, this allowed the interviewees to include discounted close-to-date foods in their everyday lives. In relation to the impacts of this consumption on household food waste, the findings depict three different scenarios in which discounted close-to-date foods are: completely used; partially used; or completely wasted.
The case is made for further research to investigate and evaluate this relatively young phenomenon. The implementation of such interventions must be supported by evidence that they reduce food waste at a food system level, not merely shift food waste to actors up- or downstream the food supply chain. This thesis illustrates the intricacies and interconnectedness of food provisioning practices, the contexts surrounding them and their role within societal issues of food waste. It contributes to research concerned with the links between retail level interventions and household level consumption whilst highlighting some of the complexities that challenge efforts to reduce food waste at these levels. Finally, the study concludes that this intervention at the retail level is reinforcing existing consumer beliefs around date markings and food quality and safety, and questions the role of retailers in contributing to systemic waste reduction.