MARKETING MANAGEMENT – MKTG5561
GROUP PROJECT (25%)
FOOD WASTE
This assignment is a semester long project that you will be working on as a team of 4 to 5 students, which will be formed within the first week of semester. Once groups are formed they cannot be changed. This group project incorporates many marketing management concepts covered in this unit and aims to give student an exposure to the elements of social marketing management. Since this is an exercise in social marketing context, not all aspects of the marketing management concepts would apply.
This is a group project and everyone is expected to contribute to the project. Collaboration and team work are crucial for corporate success. To ensure team members contribute equally and proactively to the group project, each student is required to submit a one-page diary documenting her/his contributions to the group project which will be used to assess any group disagreements and grievances. Marks for individual students may be reduced based on the competed individual diaries.
Disclaimer: This assignment was not commissioned by the City of Stirling and was developed by Dr. Mila Tarabashkina for educational purposes only. It does not contain any commercial data or marketing research insights, should not be published or distributed commercially. This is a fictitious scenario and we will not be providing the results of this assignment to the City of Stirling.
ASSIGNMENT CONTEXT
On average an Australian household throws away food worth of $AU1,036 a year. Australians waste around 4,000,000 tonnes of food each year, which is worth $AU8 billion. Several factors have been previously identified as the main reasons for food waste, which include: reliance on take away restaurants as opposed to cooking at home, poor grocery shopping planning, not knowing how to use leftovers, and not checking the “use-by” date. The consumers segments that are more likely to throw away usable food include families with children, household with an income above $AU100,000, and young consumers (under 35 years) (Foodwise, n.d.).
Encouraging consumers to engage in more sustainable behaviours represents one of the biggest challenges in social marketing and behavioural sciences (White and Simpson 2013). Sustainable consumption represents a deviation from the existing marketing philosophy of pleasure, indulgence, self-centeredness, and unlimited resources; sustainable consumption is more likely to be perceived as inconvenience as it would benefit others (White et al. 2011) rather than oneself. A lot of social marketing campaigns have been launched to address food waste and other sustainability issues in the past years (see, for example, Foodwise http://www.foodwise.com.au/, http://www.facebook.com/DSfoodwise). However, campaigns have been sporadic and lasted overall a few years after which they subsided.
Given the increasing problem of food waste, a number of local councils across Australia are reviewing their approach and educational content available for local residents to target food waste problem. City of Stirling, located in Western Australia, has conducted a survey of its residents (see Appendix 1) to ascertain the prevalence of food waste among its residents. Your role for this group project is to act as marketing strategy consultants for the Council of Stirling and to perform a marketing audit and develop a mini marketing plan. You are required to:
• Perform a review of available data – consumer trends (Appendix 1), Council website analytics (Appendix 2), Council’s website content relating to food waste (https://www.stirling.wa.gov.au)
• Develop relevant social marketing objectives to address food waste problem based on the analysis of data from point 1 above
• Develop recommendations on how to target the problematic segments, including social marketing appeals and channels
REPORT CONTENT
All reports must follow a set format, addressing the aspects outlined below to assist in making informed strategic social marketing decisions.
Section A: Analysis of consumer behaviour data and Council’s website (week 2, 3)
Critically analyse consumer trends using the data provided by the lecturer (make sure to pick only relevant insights) and identify the problematic segment(s) that needs to be targeted within the council area in 2020-2021 food waste campaign. Make sure to examine the consumer trends against the socio-demographic profile of the Council area (you will need to perform some desktop research). Identify the phases of the purchase process that need to be used in the social marketing campaign to address the problem of food waste. You can use tables or figures provided by the lecturer to highlight the key consumer behaviour trends from the survey data. Don’t neglect factors that may present challenges, it is critical that you acknowledge these so that your marketing plan can make appropriate recommendations. You should place emphasis on presenting a clear and concise analysis that can be used in the development of a social marketing recommendations in later sections of this assignment.
Section B: Marketing goals, appeal(s), and integrated marketing strategy (Week 2, 5, 11)
Analyse the Council’s website and its approach to food waste, and, building on the insights from Section A, develop relevant marketing goals (objectives) for the 2020-2021 campaign to reduce food waste within the Council area. Make sure your recommendations are supported and are well linked to the purchase decision process and your key findings.
Based on the developed marketing goals, propose the core advertising appeal(s) that should be used in the 2020-2021 campaign. While you are not required to develop advertisement mock-ups or the actual marketing collateral, you need to provide supported and well-justified recommendations for the overall marketing campaign and appeals that should be used to address the food waste issue.
Based on the nominated marketing goals (objectives) and appeals, determine which integrated marketing channels that will be more suitable to reach out the problematic segment(s). Make sure you provide relevant support for your nominated channels and assume that Council can spend only $20,000 on the campaign in 2020-2021. Your recommendations should be realistic and appropriate with a tentative advertising budget breakdown.
Section C: Measuring effectiveness and limitations (Week 11)
In this section, please advise the City of Stirling on how to measure (track) the effectiveness and success of your nominated integrated marketing campaign in 2020-2021. Critically evaluate any limitations of the strategy or need for additional information.
Report format and submission
The report must be a maximum of 3,500 words, single spaced and either Times New Roman or Helvetica font. 100 words above the word limit will be allowed for the team project report. So, the maximum word count would be 3,600 words. After the word count is exceed the lecturer reserves the right to stop reading the report.
Word limit does not include cover page, executive summary, table of contents, references or appendix. Please use Harvard Referencing Style. Where appropriate, make use of tables and figures within the text. It is expected that the report will be of a high industry standard, with consistent formatting and styling.
This report is due Thursday 28 May by midnight (Week 13). Submission via the LMS link. Late reports will attract a penalty of 5% per day.
MARKING GUIDE
This marking guide indicates the main sections being assessed and the general criteria which the markers will be looking at. The report will be scored out of 100, which will be weighted as 25% of your total mark for this unit. Your Spark RPF score will be applied to your group mark to provide your final individual score.
Component Weighting
Analysis of consumer behaviour trends, council’s website, council’s socio-demographic profile against consumer data– identifies relevant insights from presented data and from additionally collected data; accurate assessment of the phases of purchase process that need to be addressed and of the segments that need to be targeted
30
Marketing goals, appeal(s), and integrated marketing strategy – identifies suitable marketing goals and appeals to address the postulated problem; insightful marketing mix strategy aligned with previous analysis; strategy considered holistically, realistic and actionable relative to available budget
30
Campaign effectiveness and limitations – identifies appropriate measures to track the performance of the developed strategy; all potential limitations have been addressed 15
Research – quality of sources, breadth of perspectives, translation into social marketing context 15
Presentation – standard of formatting and referencing, quality of writing, professional layout 10
100
Please see the more detailed rubric breakdown over the next page.
Criteria Higher Distinction 80 % – 100 % Distinction 70 % – 79 % Credit Pass 60 % – 69 % Pass 50 % – 59 % Fail 50 % Mark
Analysis of consumer behaviour trends, council’s website, council’s socio-demographic profile against consumer data (30%) The report demonstrated an in-depth analysis of consumer trends, Council’s website and other relevant data; offered an accurate/in-depth assessment of the phases of purchase process that needs to be addressed in the social marketing campaign and of the segment(s) that need to be targeted. All aspects were well thought through The report demonstrated a sound analysis of consumer trends, Council’s website and other relevant data; offered a sound assessment of the phases of purchase process that needs to be addressed in the social marketing campaign and of the segment(s) that need to be targeted. Most aspects were well thought through The report demonstrated an adequate analysis of consumer trends, Council’s website and other relevant data; offered an adequate assessment of the phases of purchase process that needs to be addressed in the social marketing campaign and of the segment(s) that need to be targeted. Several further improvements are required
The report demonstrated a basic analysis of consumer trends, Council’s website and other relevant data; the assessment of the phases of purchase process that need to be addressed in the social marketing campaign, as well as the segments that need to be targeted is basic The assessment of the consumer behaviour/market trends, the phases of purchase process, and the segment(s) that needs to be targeted was inadequate, limited or incorrect /7.5
Marketing goals, appeal(s), and integrated marketing strategy (30%) Excellent identification of suitable marketing goals and appeals to address the postulated problem. Excellent connection between the performed analysis and the developed marketing mix strategy. All strategies and budget were considered holistically, are realistic and actionable. Sound identification of suitable marketing goals and appeals to address the postulated problem. Sound connection between the performed analysis and the developed marketing mix strategy. Most aspects of the strategies and budget were considered holistically, are realistic and actionable Adequate identification of marketing goals and appeals to address the postulated problem. Adequate connection between the performed analysis and the developed marketing mix strategy. Some aspects of the strategies and budget were considered holistically, are realistic and actionable Basic identification of marketing goals and appeals to address the postulated problem. Basic connection between the performed analysis and the developed marketing mix strategy. The holistic nature of the strategies and budget and their ability to be realistic and actionable was discussed in a basic form Inadequate, limited or incorrect identification of marketing goals and appeals to address the postulated problem. Poor connection between the performed analysis and the developed marketing mix strategy. The holistic nature of the strategies and budget and their ability to be realistic and actionable was not addressed, was limited or incorrect /7.5
Campaign effectiveness and limitations (15%) Excellent identification of the appropriate measures to track the performance of the developed social marketing campaign; all potential limitations have been addressed Sound identification of the appropriate measures to track the performance of the developed social marketing campaign; most limitations have been addressed Adequate identification of the measures to track the performance of the developed social marketing campaign; some limitations have been addressed Basic identification of the measures to track the performance of the developed social marketing campaign; limitations have been addressed in a basic form Inadequate, limited or incorrect identification of measures to track the performance of the developed social marketing campaign and limitations /3.75
Research (15%) The report relied on quality sources and demonstrated a breadth of perspectives. Excellent translation into social marketing context The report relied on sound sources and demonstrated a a sound breadth of perspectives. Sound translation into social marketing context The report relied on adequate sources and demonstrated a an adequate breadth of perspectives. Adequate translation into social marketing context Basic sources and breath of perspectives were demonstrated. The translation into into social marketing context was basic Poor sources and limited breadth of perspectives were demonstrated. Inadequate, limited or incorrect translation into into social marketing context /3.75
Presentation (10%) All aspects of the written report conform to a high academic or professional standard Most aspects of the written report conform to a high academic or professional standard Some aspects of the written report conform to an acceptable academic or professional standard The written report is presented in a basic structure The report is not of an academic or professional standard /2.5
Total /25
Appendix 1: Summary of survey data (n=200)
Demographic characteristic of respondents
Gender
Percent
Female 45%
Male 55%
Total 100%
Age
Percent
18-29 years 30%
30-49 years 30%
50 years or over 40%
Total 100%
How often do you purchase food for yourself?
18-29 years 30-49 years 50 years or over
Every day 3% 30%
4-5 times a week 25% 40% 5%
2-3 times a week 42% 20% 50%
Once a week (purchase in bulk for the whole week) 30% 10% 45%
Total 100% 100% 100%
Why do you choose to shop this way? – 18-29 years
Why do you choose to shop this way? How often do you purchase food for yourself?
Every day 4-5 times a week 2-3 times a week Once a week (purchase in bulk for the whole week)
Buying food frequently is a waste of time; convenience; efficiency; do not have time to buy food during the week; save time; I am busy 15% 70%
Fresh food and easy to decide when I am shopping; it is convenient for me to shop every day; more convenient this way 100% 100% 85% 30%
Total 100% 100% 100% 100%
Why do you choose to shop this way? – 30-49 years
Why do you choose to shop this way? How often do you purchase food for yourself?
Every day 4-5 times a week 2-3 times a week Once a week (purchase in bulk for the whole week)
Buying food frequently is a waste of time; convenience; efficiency; do not have time to buy food during the week; save time; I am busy 30% 5% 30% 80%
Fresh food and easy to decide when I am shopping; it is convenient for me to shop every day; more convenient this way 70% 95% 70% 20%
Total 100% 100% 100% 100%
Why do you choose to shop this way? – 50 years or over
Why do you choose to shop this way? How often do you purchase food for yourself?
Every day 4-5 times a week 2-3 times a week Once a week (purchase in bulk for the whole week)
Buying food frequently is a waste of time; convenience; efficiency; do not have time to buy food during the week; save time; I am busy 5% 50% 10%
Fresh food and easy to decide when I am shopping; it is convenient for me to shop every day; more convenient this way 95% 50% 90%
Total 100% 100% 100% 100%
Do you:
Percent
Cook yourself 60.6
Cook with others and share food 36.4
I do not cook – I buy takeaways 9.1
Other: Cook yourself and buy takeaways 3.0
Other: 4 days for cooking, 3 days for eating outside 3.0
Other: My dormitory provides me food for lunch, dinner, and breakfast 3.0
Purchase behaviour each month (percent):
Fresh fruit and berries Frozen fruit and berries Fresh vegetables Frozen vegetables Meat (pork, beef, chicken) Fish and seafood Legumes (e.g., chickpeas, beans, lentils) Rice Dairy cheese, yogurt) Ice cream Packaged and long-life products (canned foods, instant foods) Take away
Do not purchase 12.1 51.5 3.0 36.4 6.1 12.1 21.2 6.1 3.0 12.1 9.1 9.1
Less than 1 kilo 15.2 33.3 36.4 3.0 27.3 39.4 12.1 33.3 54.5 36.4 33.3
1 kilo 12.1 6.1 15.2 15.2 12.1 21.2 18.2 15.2 21.2 24.2 24.2 12.1
2 kilos 18.2 3.0 21.2 6.1 9.1 18.2 15.2 21.2 6.1 12.1 18.2
3 kilos 12.1 3.0 24.2 6.1 15.2 6.1 3.0 9.1 15.2 9.1 6.1 9.1
4 kilos 15.2 9.1 24.2 9.1 3.0 6.1 9.1 9.1 12.1
5 kilos 6.1 15.2 9.1 3.0 12.1 3.0
6 kilos or more 9.1 3.0 12.1 21.2 3.0 18.2 9.1 3.0 6.1
Total 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0
How many kilograms of food do you typically throw away/dispose in a bin on a monthly basis? (this applies to non-consumed items/intact items and excludes normal food scraps (e.g., bones, vegetable stems, fruit seeds)) – Fresh fruit and berries Total
Do not throw away Less than 1 kilo 1 kilo 2 kilos 4 kilos
How much fresh fruit and berries do you typically purchase for yourself each month? Less than 1 kilo 60.0% 40.0% 100.0%
1 kilo 100.0% 100.0%
2 kilos 16.7% 66.7% 16.7% 100.0%
3 kilos 25.0% 75.0% 100.0%
4 kilos 60.0% 20.0% 20.0% 100.0%
5 kilos 50.0% 50.0% 100.0%
6 kilos or more 66.7% 33.3% 100.0%
Total 34.5% 48.3% 3.4% 10.3% 3.4% 100.0%
How many kilograms of food do you typically throw away/dispose in a bin on a monthly basis? (this applies to non-consumed items/intact items and excludes normal food scraps (e.g., bones, vegetable stems, fruit seeds)) – Frozen fruit and berries Total
Do not throw away Less than 1 kilo 2 kilos
How much frozen fruit and berries do you typically purchase for yourself each month? Less than 1 kilo 45.5% 45.5% 9.1% 100.0%
1 kilo 100.0% 100.0%
2 kilos 100.0% 100.0%
3 kilos 100.0% 100.0%
6 kilos or more 100.0% 100.0%
Total 43.8% 43.8% 12.5% 100.0%
How many kilograms of food do you typically throw away/dispose in a bin on a monthly basis? (this applies to non-consumed items/intact items and excludes normal food scraps (e.g., bones, vegetable stems, fruit seeds)) – Fresh vegetables Total
Do not throw away Less than 1 kilo 1 kilo 2 kilos 3 kilos 6 kilos or more
How much fresh vegetables do you typically purchase for yourself each month? 1 kilo 40.0% 40.0% 20.0% 100.0%
2 kilos 42.9% 57.1% 100.0%
3 kilos 12.5% 50.0% 12.5% 12.5% 12.5% 100.0%
4 kilos 66.7% 33.3% 100.0%
5 kilos 20.0% 60.0% 20.0% 100.0%
6 kilos or more 25.0% 25.0% 25.0% 25.0% 100.0%
Total 31.3% 46.9% 9.4% 3.1% 6.3% 3.1% 100.0%
How many kilograms of food do you typically throw away/dispose in a bin on a monthly basis? (this applies to non-consumed items/intact items and excludes normal food scraps (e.g., bones, vegetable stems, fruit seeds)) – Frozen vegetables Total
Do not throw away Less than 1 kilo 3 kilos
How much frozen vegetables do you typically purchase for yourself each month? Less than 1 kilo 75.0% 16.7% 8.3% 100.0%
1 kilo 80.0% 20.0% 100.0%
2 kilos 100.0% 100.0%
3 kilos 50.0% 50.0% 100.0%
Total 66.7% 23.8% 9.5% 100.0%
How many kilograms of food do you typically throw away/dispose in a bin on a monthly basis? (this applies to non-consumed items/intact items and excludes normal food scraps (e.g., bones, vegetable stems, fruit seeds)) – Meat (pork, beef, chicken) Total
Do not throw away Less than 1 kilo 1 kilo 2 kilos 3 kilos 6 kilos or more
How much meat (pork, beef, chicken) do you typically purchase for yourself each month? Less than 1 kilo 100.0% 100.0%
1 kilo 50.0% 50.0% 100.0%
2 kilos 50.0% 50.0% 100.0%
3 kilos 80.0% 20.0% 100.0%
4 kilos 62.5% 25.0% 12.5% 100.0%
5 kilos 66.7% 33.3% 100.0%
6 kilos or more 42.9% 14.3% 14.3% 14.3% 14.3% 100.0%
Total 36.7% 43.3% 10.0% 3.3% 3.3% 3.3% 100.0%
How many kilograms of food do you typically throw away/dispose in a bin on a monthly basis? (this applies to non-consumed items/intact items and excludes normal food scraps (e.g., bones, vegetable stems, fruit seeds)) – Fish and seafood Total
Do not throw away Less than 1 kilo 1 kilo 2 kilos 3 kilos
How much fish and seafood do you typically purchase for yourself each month? Less than 1 kilo 66.7% 33.3% 100.0%
1 kilo 57.1% 28.6% 14.3% 100.0%
2 kilos 50.0% 16.7% 16.7% 16.7% 100.0%
3 kilos 50.0% 50.0% 100.0%
4 kilos 33.3% 33.3% 33.3% 100.0%
5 kilos 100.0% 100.0%
6 kilos or more 100.0% 100.0%
Total 51.7% 27.6% 10.3% 3.4% 6.9% 100.0%
How many kilograms of food do you typically throw away/dispose in a bin on a monthly basis? (this applies to non-consumed items/intact items and excludes normal food scraps (e.g., bones, vegetable stems, fruit seeds)) – Legumes (e.g., chickpeas, beans, lentils) Total
Do not throw away Less than 1 kilo 3 kilos 4 kilos
How much legumes (e.g., chickpeas, beans, lentils) do you typically purchase for yourself each month? Less than 1 kilo 92.3% 7.7% 100.0%
1 kilo 83.3% 16.7% 100.0%
2 kilos 40.0% 40.0% 20.0% 100.0%
3 kilos 100.0% 100.0%
4 kilos 100.0% 100.0%
Total 73.1% 19.2% 3.8% 3.8% 100.0%
How many kilograms of food do you typically throw away/dispose in a bin on a monthly basis? (this applies to non-consumed items/intact items and excludes normal food scraps (e.g., bones, vegetable stems, fruit seeds)) – Rice Total
Do not throw away Less than 1 kilo 1 kilo 2 kilos 3 kilos 6 kilos or more
How much rice do you typically purchase for yourself each month? Less than 1 kilo 50.0% 50.0% 100.0%
1 kilo 80.0% 20.0% 100.0%
2 kilos 71.4% 14.3% 14.3% 100.0%
3 kilos 33.3% 66.7% 100.0%
4 kilos 50.0% 50.0% 100.0%
5 kilos 50.0% 25.0% 25.0% 100.0%
6 kilos or more 33.3% 16.7% 16.7% 33.3% 100.0%
Total 48.4% 32.3% 6.5% 3.2% 3.2% 6.5% 100.0%
How many kilograms of food do you typically throw away/dispose in a bin on a monthly basis? (this applies to non-consumed items/intact items and excludes normal food scraps (e.g., bones, vegetable stems, fruit seeds)) – Dairy (e.g., cheese, yogurt) Total
Do not throw away Less than 1 kilo 2 kilos 4 kilos
How much dairy (e.g., cheese, yogurt) do you typically purchase for yourself each month? Less than 1 kilo 60.0% 40.0% 100.0%
1 kilo 57.1% 42.9% 100.0%
2 kilos 50.0% 50.0% 100.0%
3 kilos 40.0% 20.0% 20.0% 20.0% 100.0%
4 kilos 66.7% 33.3% 100.0%
5 kilos 100.0% 100.0%
6 kilos or more 33.3% 33.3% 33.3% 100.0%
Total 54.8% 35.5% 6.5% 3.2% 100.0%
How many kilograms of food do you typically throw away/dispose in a bin on a monthly basis? (this applies to non-consumed items/intact items and excludes normal food scraps (e.g., bones, vegetable stems, fruit seeds)) – Packaged and long-life products (canned foods, instant foods) Total
Do not throw away Less than 1 kilo 1 kilo 2 kilos 3 kilos
How much packaged and long-life products (canned foods, instant foods) do you typically purchase for yourself each month? Less than 1 kilo 66.7% 33.3% 100.0%
1 kilo 62.5% 37.5% 100.0%
2 kilos 66.7% 33.3% 100.0%
3 kilos 50.0% 50.0% 100.0%
4 kilos 66.7% 33.3% 100.0%
6 kilos or more 100.0% 100.0%
Total 62.1% 27.6% 3.4% 3.4% 3.4% 100.0%
How many kilograms of food do you typically throw away/dispose in a bin on a monthly basis? (this applies to non-consumed items/intact items and excludes normal food scraps (e.g., bones, vegetable stems, fruit seeds)) – Takeaway food (food cooked by fast food chains or restaurants) Total
Do not throw away Less than 1 kilo 1 kilo 3 kilos
How much takeaway food (food cooked by fast food chains or restaurants) do you typically purchase for yourself each month? Do not purchase 100.0% 100.0%
Less than 1 kilo 45.5% 54.5% 100.0%
1 kilo 50.0% 50.0% 100.0%
2 kilos 40.0% 20.0% 20.0% 20.0% 100.0%
3 kilos 66.7% 33.3% 100.0%
4 kilos 66.7% 33.3% 100.0%
6 kilos or more 50.0% 50.0% 100.0%
Total 34.5% 44.8% 10.3% 10.3% 100.0%
Please estimate how much would the thrown away food cumulatively cost on a monthly basis:
Frequency Percent
$0-$5 18 18.8
$6-$10 21 21.9
$11-$15 27 28.1
$16-$20 18 18.8
$21-$25 6 6.3
$26-$30 3 3.1
$31 or above 3 3.1
Total 96 100.0
What were the main reasons for you throwing food away?
Percent
I did not know how to use leftovers 6.1
I bought too much and did not need all items 27.3
I did not check the cupboard before shopping and bought too much 12.1
I did not check the expiry date in a shop and food has gone bad 54.5
I got bored of this food and did not want to eat it 24.2
I have an eating disorder 3.0
Food waste disposal
When you have unused food (this applies to non-consumed items/intact items and excludes normal food scraps (e.g., bones, vegetable stems, fruit seeds)), which bin do you usually put it into?
Percent
Generic bin 60.6
Green/garden bin 24.2
Recyclable bin 6.1
I compost it 15.2
Cannot recall 15.2
Only 1 bin offered by the landlord 3.0
Food disposal beliefs
Which of the following is likely to happen when people throw away still usable food and kitchen scraps in a generic bin? Frequency Percent
Food scraps are taken by the local council out of the bins and are put in a green compost bin 9 9.4
In most states in Australia, food scraps end up in landfill, but emit no greenhouse gas (methane) 12 12.5
In most states in Australia, food scraps end up in a landfill and emit greenhouse gas (methane) 36 37.5
Do not know 39 40.6
Total 96 100.0
On average per year, Australians discard up to ___% of the food they purchase:
Frequency Percent
15% 9 9.4
20% 18 18.8
30% 3 3.1
40% 9 9.4
Do not know 57 59.4
Total 96 100.0
Food accounts for up to ____% in an average Australian household bin:
Frequency Percent
5% 3 3.2
15% 6 6.5
20% 9 9.7
30% 21 22.6
40% 6 6.5
50% 3 3.2
Do not know 45 48.4
Total 93 100.0
Consumer concerns
To which extent are you concerned about:
Your food waste from environmental perspective Your food waste from financial perspective Other people throwing usable food away Environment and biodiversity Amount of resources (water, electricity, etc.) that go into the thrown away food Climate change
Not concerned at all 3.2% 9.7% 16.1% 3.2%
Neutral – no strong feelings whatsoever 58.1% 48.4% 54.8% 41.9% 25.8% 40.0%
Very concerned 38.7% 41.9% 29.0% 58.1% 71.0% 60.0%
Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
I know what happens to products (food, clothes, electronic items) after they are thrown in a bin
Percent
Agree 40.0
Disagree 60.0
Total 100.0
How interested are you in knowing:
What local councils do with disposed items (items placed in generic and recyclable bins) What happens to products (food, clothes, electronic items) after they are thrown in a bin What you could do to improve environmental sustainability (reduce impact on the environment)
Not interested 36.7% 26.7% 23.3
Very interested 63.3% 73.3% 76.7
Total 100.0% 100.0% 100.0%
Media usage
Which media channels do you typically use?
Percentage
Television 21.2
Radio 21.2
Print newspapers 6.1
Facebook 63.6
Instagram 48.5
Twitter 15.2
Internet news web 3
last week tonight with john oliver 3
Online media publications. 3
Smartphone 3
How would you rate your current financial circumstances?
Not comfortable – constrained finances Frequency Percent
Not comfortable – constrained finances 42 42.4
Comfortable – not constrained finances 48 48.5
Total 90 90.9
Appendix 2: Council website traffic analytics
Please note you can use other free tools for website analytics
Source: https://www.similarweb.com/website/stirling.wa.gov.au#websiteContent
Sources used to prepare this assignment:
Anagnostou A, Ingenbleek PTM, van Trijp HCM (2015) Sustainability labelling as a challenge to legitimacy: spillover effects of organic Fairtrade coffee on consumer perceptions of mainstream products and retailers The Journal of Consumer Marketing 32:422-431
Balderjahn I, Peyer M, Paulssen M (2013) Consciousness for fair consumption: conceptualization, scale development and empirical validation International Journal of Consumer Studies 37:546-555 doi:10.1111/ijcs.12030
Chabowski B, Mena J, Gonzalez-Padron T (2011) The structure of sustainability research in marketing, 1958-2008: a basis for future research opportunities Journal of the Academy of Marketing Science 39:55-70 doi:10.1007/s11747-010-0212-7
Crittenden V, Crittenden W, Ferrell L, Ferrell O, Pinney C (2011) Market-oriented sustainability: a conceptual framework and propositions Journal of the Academy of Marketing Science 39:71-85 doi:10.1007/s11747-010-0217-2
Foodwise (n.d.). Fast Facts on Food Waste. Accessed 16 January, 2018 from http://www.foodwise.com.au/foodwaste/food-waste-fast-facts/
Huang M-H, Rust R (2011) Sustainability and consumption Journal of the Academy of Marketing Science 39:40-54 doi:10.1007/s11747-010-0193-6
White K, Simpson B (2013) When do (and don’t) normative appeals influence sustainable consumer behaviors? Journal of Marketing 77:78-95
