Assess Tiger Brands’ value in influencing consumer perceptions, behaviours, attitudes in the context of mitigating food waste experiences.

Abstract

A research report on Food Loss and Waste: Facts and Futures (2019) conducted by FAO, reveal that 10 million tonnes of food go to waste every year. This figure accounts for a third of the 31 million produces annually in South Africa. Fruits, vegetables and cereals account for 70% of the wastage and loss. Findings from the report cites that the wastage and loss occur early in the supply chain. The research problem which the study has undertaken is to assess Tiger Brands’ value in influencing consumer perceptions, behaviours, attitudes in the context of mitigating food waste experiences. A number of people don’t realise the amount of food they waste and businesses place focus on mitigating food waste experiences early in the value chain (as most of wastage and loss occurs during the harvest and post-harvest stage), and little emphasis is placed on household wastage. The Council of Scientific & Industrial Research CSIR, (2019) states that food waste can be minimised through proper guidance. This research study applies the Havas Meaningful Brand Index (2013), to assess Tiger Brands supply chain and value activities towards mitigating food wastage and sustainable management and asseses the variables contributing towards food wastage at household level, using The Theory of Planned Behaviour (Fishbein & Ajzen, 1975. In the context of understanding brand and consumer behaviour in relation to food waste management, methodological approach towards the research, created an in-depth understanding of the attitudes, behaviours. Interactions and social processes that comprise everyday life set the direction for the research in understanding how everyday life is influenced by social structures and social order.