5S Easy Eating: Reducing Food Waste With Convenience Food
Western households waste 25% of their purchased food, which may be attributed to the temporal distance between the planned and actual moment of consumption. Building on construal level theory, we propose that convenience food may reduce food waste by increasing the feasibility of meal preparation at the moment of consumption.
Marit Drijfhout, Jenny van Doorn, and Koert van Ittersum (2019) ,"5S Easy Eating: Reducing Food Waste With Convenience Food", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 966-966.
Marit Drijfhout, University of Groningen, The Netherlands
Jenny van Doorn, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands
NA - Advances in Consumer Research Volume 47 | 2019
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