Abstract

With increased awareness regarding the environment, manufacturers, retailers as well as individuals were being challenged to reduce their carbon footprint. In late-2007, a non-profit organization Waste and Resources Action Programme launched a social marketing campaign in the UK to change the behavior of the public regarding food wastage and how this wastage can be curbed. Some analysts contended that the environmental impact of food wastage was much greater than that of packaging waste.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Social marketing
• Consumer behavior - Influencing attitude and behavior
• Sustainable development.

Keywords

Social marketing, climate change, greenhouse gases, food wastage, packaging waste, publicity, behavioral change