Methods
28 participants representing a cross section of Irish society were invited to take part over a weeklong digital diary ethnography project. It is important to note that the researchers also recruited participants based on the EPA segmentation profile. This includes some groups who are somewhat ‘better’ at food waste management (one third of the study sample), and other groups who tend to be ‘worse’ or ‘average’ at food waste management (two thirds of the study sample).
To achieve these research objectives, an innovative approach was required that would provide us with a ‘fly on the wall’ perspective. A digital diary ethnographic approach was considered as the best option to provide a deeper layer of understanding into how food is managed and how food waste emerges in Irish homes. This research approach also enabled participants to communicate with the research team on a one-on-one basis which resulted in a transparent and honest assessment of food waste management in their homes.
Main Findings
From this ethnographic digital diary research, four key ‘food need states’ that drive behaviour emerge: a) Eating to sustain, b) Eating to connect, c) Eating to reward, d) Eating to signal
The research found a stark difference in mindset and behaviour towards food depending on whether during the working week or the weekend, with concern for food waste lower during the weekend when people were more relaxed and indulgent.
Grocery shopping behaviours range from the more ‘planned’ to ‘spontaneous’
A busy shopper mindset – Consumers consider many priorities during the grocery shop
Shopping lists are not consistently used, with impulse and inertia purchasing often steering decision making
Better grocery shopping behaviour helps reduce food waste in the home
For many participants, especially those at the ‘pre-family’ and ‘family lifestages’, efficiency and speed are key priorities when preparing food.
Use of measuring devices for portion control appears low
Fridge organisation doesn’t follow First In First Out for storing and rotating food
The majority are not making the most of their freezer
There is a lack of consensus on what ‘food waste’ actually means
For many, tracking reveals a surprising reality of their food waste
For most, the financial impact of food waste would appear to be the most substantial motivator for encouraging a reduction food waste
Overall, there appears to be a weaker link between food waste and environmental concern as a motivator
Encouraging people to set their kitchen up for success and highlighting the importance of planning should be a key area of concern.
Important for communications to target peoples’ existing attitudes that are contributing towards food waste
Exposing biases that exist is important to make consumers aware of more unconscious pitfalls.
