Using engagement to change entrenched practices around food waste

Ozgen Genc, Tugce and Wilson, Juliette and Alexander, Matthew and Conduit, Jodie (2022) Using engagement to change entrenched practices around food waste. In: ANZMAC 2022, 2022-12-05 - 2022-12-07, Australia.

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Gaining insights into a possible institutional change around Food Waste (FW) becomes an important issue while the simple but entrenched consumption practices underlie the FW behavior. The current research aims to approach this need by investigating the role of Actor Engagement (AE) in practice change. Using Netnography, this research aims to explore the daily institutional efforts of actors engaged with online communities built by Love Food Hate Waste (LFHW) on Facebook in two different contexts. Preliminary findings identify the strategies used by practitioners to promote FW-reducing practices and corresponding patterns of AE behaviors (AEBs) as a form of institutional work accommodating different stages of practice change. Findings highlight the possibility of ensuring purposeful AE and suggest observing and organizing AEBs to have a reflexive and adaptive approach to practice change. The research can broaden the landscape of AE research toward fostering sustainable consumption and social engagement marketing.