Waste reduction through consumer education. Final report

The Waste Reduction through Consumer Education research project was conducted to determine how environmental educational strategies influence purchasing behavior in the supermarket. The objectives were to develop, demonstrate, and evaluate consumer education strategies for waste reduction. The amount of waste generated by packaging size and form, with an adjustment for local recyclability of waste, was determined for 14 product categories identified as having more waste generating and less waste generating product choices (a total of 484 products). Using supermarket scan data and shopper identification numbers, the research tracked the purchases of shoppers in groups receiving different education treatments for 9 months. Statistical tests applied to the purchase data assessed patterns of change between the groups by treatment period. Analysis of the data revealed few meaningful statistical differences between study groups or changes in behavior over time. Findings suggest that broad brush consumer education about waste reduction is not effective in changing purchasing behaviors in the short term. However, it may help create a general awareness of the issues surrounding excess packaging and consumer responsibility. The study concludes that the answer to waste reduction in the future may be a combination of voluntary initiatives by manufacturers and retailers, governmental intervention, and better-informed consumers