Can social media be a tool for reducing consumers’ food waste? A behaviour change experiment by a UK retailer

Young, William; Russell, Sally V.; Robinson, Cheryl A.; Barkemeyer, Ralf

doi:10.1016/j.resconrec.2016.10.016

Can social media be a tool for reducing consumers’ food waste? A behaviour change experiment by a UK retailer

This paper reports on a landmark study to field-test the influence of a large retailer to change the behaviour of its millions of customers. Previous studies have suggested that social media interaction can influence behaviour. This study implemented three interventions with messages to encourage…