A systematic review of marketing interventions in reducing consumer plate waste

Leung, T. C. H., Lee, D., Wan, C. and Rundle-Thiele, S. (2025) A systematic review of marketing interventions in reducing consumer plate waste. Journal of Consumer Marketing. ISSN 0736-3761 doi: 10.1108/JCM-06-2024-6958

Abstract/Summary

Purpose – This study provides a systematic literature review to explore the factors contributing to effective plate waste reduction intervention in catering outlets. This paper aims to understand which factors effectively facilitate consumers to reduce food waste when eating out of home, particularly from the perspective of how marketing plays a role in influencing consumers’ sustainable behaviour to reduce plate waste. Design/methodology/approach – This systematic literature review, which follows PRISMA guidelines, identified 27 peer-reviewed studies that examined plate waste reduction programs published in peer-reviewed scholarly literature over the past decade. Findings – This study presents a systematic literature review to synthesise extant knowledge in peer-reviewed journals of the barriers, motivations, utilization and effectiveness of marketing in plate waste reduction, and the extent of theory used in plate waste reduction program conducted over the past decade. Literature on plate waste reduction is fragmented and findings are inconclusive. Practical implications - This review contributes to understanding effective plate waste reduction interventions that have previously been applied in universities, hotels, and commercial settings. Such interventions could enhance sustainable out-of-home food consumption practices, thereby contributing to the attainment of SDG 12.3. Originality – This paper extends our understanding of plate waste reduction. Although all 27 included studies heavily relied on informational elements, adjusting product and place is found to be more influential than pricing strategies in reducing consumer plate waste.

Item Type	Article
URI	https://centaur.reading.ac.uk/id/eprint/122312
Identification Number/DOI	10.1108/JCM-06-2024-6958
Refereed	Yes
Divisions	Henley Business School > Digitalisation, Marketing and Entrepreneurship
Publisher	Emerald
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