What a Waste?! : Exploring the influence of nudging on consumer behaviour towards food waste.

Sammanfattning: Recognizing the importance of food waste as an environmental and social problem, this thesis aims to test nudging as a successful tool to promote a pro-environmental behaviour towards food waste reduction. The present research uses an experiment in a university canteen in Gotland, Sweden, with two interventions - posters with informational prompts and practical tips. Through quantitative analysis, we were able to conclude that nudging reduced overall food waste but with no statistical significance for the informational treatment. Furthermore, the informational prompts and the suggestions of shortcut solutions had similar positive impacts on food waste, with no significant difference. However, the study highlights some aspects that limit these results to a short-term perspective due to the experimental period of two months. On the other hand, the complementary qualitative data from interviews with customers revealed that nudges, especially practical suggestions, can be more useful as an awareness tool rather than a technique to actually change behaviours. Overall, the findings show that the two interventions reduced food waste with a continuous decreasing trend. Therefore, nudging can be a useful technique for canteens and restaurants to influence consumers’ behaviour towards food waste reduction.