Abstract:
The aim of this exploratory qualitative study was to determine if the food waste management strategies/practices of Woolworths contribute to Woolworths being considered a meaningful brand. Despite numerous academic literature evaluating food waste management strategies and the prevention of food waste in restaurants, retailers, along the supply chain and the food waste of consumer’s, there was no academic literature available that considers any brands purposefulness using food waste strategies.
Food waste has become a global issue requiring significant research, specifically from a consumer’s perspective of Woolworths strategies to minimise food waste as well as an understanding of whether these practices are known by consumers. As a result, to assist consumers in minimising their own food waste from Woolworths. It was therefore important to understand its consumers’ view of Woolworths as being meaningful in the context of their food waste strategies/practices. Qualitative structured interviews were conducted by the researcher using eight Woolworths consumer participants which were purposively conveniently sampled.
The main findings indicate that Woolworths is a purposeful brand. However, when it comes to their food waste management strategies/practices from the consumers perspective, the findings indicate that consumers believe the brand is not doing enough on actively educating consumers on the food waste management strategies. From these findings, it is recommended that the Woolworths take more visible measures to educate and communicate to their consumers on food waste management practices of the brand. This would include education and communication on what consumers can do at home.
