| By: |
Sasho Nefovski (Ss. Cyril and Methodius University in Skopje, Faculty of Economics – Skopje);
Tatjana Petkovska Mirchevska (Ss. Cyril and Methodius University in Skopje, Institute of Economics – Skopje);
Ezeni Brzovska (Ss. Cyril and Methodius University in Skopje, Faculty of Economics – Skopje) |
| Abstract: |
This paper examines the role of social marketing in reducing food waste,
focusing on consumer behaviour and awareness of its harmful effects. A
systematic literature review (SLR) evaluates studies analysing marketing
campaigns' relationship with food waste reduction. Increasing awareness and
changing behaviour through marketing campaigns can significantly reduce food
waste. This paper analyses relevant literature to present key findings and
recommendations for effectively targeting consumers with communication
strategies to reduce food waste. In addition, it explores recommendations for
implementing point-of-sale activities and direct communication with consumers
to promote sustainable food systems. |
| Keywords: |
Social marketing, Consumer behaviour, Food waste, Communication strategies |
| JEL: |
M30 M31 Q56 |
| Date: |
2024–12–15 |
| URL: |
https://d.repec.org/n?u=RePEc:aoh:conpro:2024:i:5:p:8-17 |