Consumer Waste Meaning(s): a Semiotic Perspective

The purpose of this article is to explore how consumers interpret waste. Applying a semiotic approach, a typology of consumers' interpretations of waste is developed in the form of a semiotic square. The model identifies four units of meaning that consumers attribute to the notion of waste.


Cristiano Smaniotto, Jean-Paul Peronard, and Anne Gammelgaard Ballantyne (2020) ,"Consumer Waste Meaning(s): a Semiotic Perspective", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 134-138.


Cristiano Smaniotto, Aarhus University
Jean-Paul Peronard, Aarhus University
Anne Gammelgaard Ballantyne, Aarhus University


NA - Advances in Consumer Research Volume 48 | 2020

Share Proceeding

Featured papers

See More


When Waste Costs: The Influence of Price on Consumers’ Perceived Waste and Purchase Intention of an Excessive Amount of Product

Tao Tao, Hong Kong Baptist University
Robert Wyer Jr., University of Cincinnati, USA

Read More


Disgusting? No, just different. Understanding consumer skepticism towards sustainable food innovations

Jan Andre Koch, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands
Jan Willem Bolderdijk, University of Groningen, The Netherlands

Read More


Brand movement

Andrea Lucarelli, Lund University
Gregorio Fuschillo, Kedge Business School
Jon Bertilsson, Lund University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.