Influence Drivers of Food Waste Platforms Within Their Circular Economy Contribution

Abstract

Every year, 1.3 billion pieces of food are wasted, which impacts the circular economy's (CE) effective transition, and greater knowledge of the consumer's opinion and valorisation of food waste has positive consequences on food safety, the environment and sustainable consumption. There are different platforms and apps for improving food waste behaviour, some linked to social concerns and others trying to achieve circular economy goals. This study aims to analyse the influence drivers of users' motivation to use these food waste technologies in Portugal. It follows a qualitative approach to fully understand the user's motivation and link to their social and environmental concerns. Results revealed that most of the interviewees who used these platforms/apps were driven by economic influences and had environmental concerns. Identifying the users' drivers of influence on food waste and reflecting on the consequences for businesses and their marketing strategies on positioning and communication was possible, so promoting behaviour to facilitate the social dimension of the CE transition.