Can Marketing Help in Tackling Food Waste?: Proposals in Developed Countries

One third of food destined for human consumption is wasted globally, and much of the food waste that comes from high-income or developed countries is caused by poor marketing practices, consumer behavior, and consumption patterns. The present study focuses on developed countries to propose some marketing actions that could help in reducing food waste. A comprehensive analysis was carried out for each marketing variable, to provide a snapshot of actions and proposals that are being developed. Our study highlights the relevance of marketing in contributing to reduce food waste, through the removal of Buy one, get one free sales promotions, clarifying date labeling, or raising food waste awareness campaigns. The main contribution of this study is the proposal of marketing actions that help in tacking food waste.