Impact of Sustainability and Waste Recycling on Market Branding in the Food Retail Industry in the UK

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This document assesses the impact of sustainability and waste recycling on market branding in the food retail industry in the UK. It includes a literature review on the sustainability and waste recycling methods used in the industry, the impact on consumer behavior and purchase decisions, and the impact on branding and marketing. Recommendations are also provided to increase the positive impact of sustainability and waste management.
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Assessing the impact of
sustainability and waste
recycling on market branding in
the food retail industry in the
UK
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CHAPTER 2- LITERATURE REVIEW
2.0 INTRODUCTION
Food wastage has now become one of the most concern topic specially for the food
retailers, who promises to remain loyal toward the green environment but fails to accomplish it.
this in turn affect the brand image of food retailers in front of the society and also increases the
cost of company when food is not managed properly. Sustainability and waste recycling is
consider to be one of the most effective way in this regard which support food retailers in
improving its business performance and image in front of society but also become able to present
an effective resource based view for an organisation.
This section of dissertation put light over secondary data available in order to present
details about the negative impact that food wastage bring over the customers as well as food
retailer. For developing better understanding this study focuses over presenting critical
evaluation of information provided by scholars over sustainability and waste recycling method
that can be used by the food retailer industry within UK. Other then this it also focuses over the
impact of sustainability and waste recycling over consumer behaviour and their purchasing
decision. Alongside it also evaluates the impact of sustainability and waste recycling over
marketing and branding in food retail industry and present recommendation about increasing
positive impact of sustainability and waste management in food retail industry within UK.
2.1 Literature Theme 1: The sustainability and waste recycling methods
used in the food retail industry of the UK
According the information presented by Willard. B., 2010, sustainability is a concept
which focuses over meeting the need of present without compromising over the ability of future
generation to fulfil their need. The sustainability concepts rely over three pillars such as
environmental, social and economic. There is a model named as 3 overlapped circle model which
explains about the concept of sustainability in more effective way and manner in which it is
helpful. This 3 overlapped circle model of sustainability acknowledge an intersection between
the social, economic and environmental factor as shown in figure,
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Among these circles the economy is consider to be the largest circle as it is crucial toward
the success of a business. Then society is considered to be the second largest circle as here the
customers as well as other stakeholder lives. On the other side the environmental circle is
consider to be the smallest one as it remains more external to standard business metrics.
Therefore, for survival of the business within market place the first focus of food retailers must
be maintaining economic sustainability which can be done by reducing the food wastage which
in turn help in reducing eth cost of company. After that the second sustainability practice to be
adopted by the food retailers is societal sustainability which can be achieved by offering food
free from any kind of defect when it remains fresh. After that the responsibility comes in front of
food retailer is environmental sustainability where the retailers must adopt such practices while
offering their product or services which provide les harm to the environment. For this the food
retailers can adopt the food waste recycling method instead of adopting landfills and other
methods that directly harm the environment and its fertility too. These practices when adopted in
effective manner support the food retailer in adopting the sustainability in business practices.
On the other hand, Reeves. M. and Young. D., 2020, corporates are making significant
work toward addressing the sustainability requirement within food retail industry. The big
corporates are working over optimising the social as well as business value by helping the
society in meeting with the significant challenges they are facing and deal with environmental
issue. For this usually food retailers are adopting a model which begins from the compliances to
sustainability competitive advantage.
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Under this model by bring a simple changes within the core business model in order to
present the value drivers for ensuring better perfromance at marketplace. After that the more
focus is places over the process improvemnet so that wastage of food can be reduced with proper
maintainace of storage. Once this get achieved then the food retailer move toward brining the
reactive change for achieving sustainability. Under this the changing need of investors or
customers are being addressed along with teg pressure from the society. At last the, by
consolidating all the requiremnet of social, economic and environmental factor a model is being
prepared usual;ly refer as sustainable business model in more innovative manner so that it
provide with botth i.e. business as well as societal benefits.
2.2 Literature Theme 2: The impact of sustainability and waste recycling
on consumer behaviour and purchase decisions in the UK retail food
industry
According to Isam Mohammed Abdel-Magid, 2014, the food waste is become a major
issue throughout the world in its report UN Food and Agriculture Organisation has presented that
around 1.3 billion tonnes of food is wasted every year. At the same time 1 in every 7 people
within the world go to bed hungry and more than 20000 of the children die under the age of 5
year due to hunger. Due to this immense imbalance within the life of people several initiatives
have been taken to reduce the food waste by stepping toward recycling of food. The main reason
behind increase food waste is people are acquiring more food than they actually want to
consume. So, in order to bring balance within it the sustainable practices are being adopted by
several food retailers. In their sustainable practices, they mainly use the services as well as
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relative food products that responded to basic need and support in promoting the better quality of
life in order to minimise the use of natural resources as well as toxic material along with eth
emission of waste and pollutant from the life of food material. This means sustainable
consumption is all about doing more and better within less by reducing the number of resources
used, pollution and degradation while increasing the life quality for all.
There are certain examples of sustainable practice and food recycling that food retailers are
adopting now a days such as food bank, youth charitable food supply, Dried leftover as fertiliser
etc. These are certain actions that are taken by many of the food retailers which in turn help them
in attracting and developing [positive image in front of consumer. This also bring a greater
influence over the purchasing behaviour of consumers as they now become more alert about
what they are purchasing and in which quantity with an aim to reduce the food waste or can
recycle the food waste for the welfare of society.
According to the view point of Patch. L., 2020, sustainability is a heavier concept which
encompasses with a multitude of practices across several industries which influence the several
aspects of life. But the sustainability can be achieved by food retailers in effective manner when
it is followed over its basic principles which help the retailers in implementing the sustainability
practice in more systematic manner which in turn further support in attracting the consumers and
help in influencing their behaviour toward retailers. These principles are explained below:
ï‚· The material domain constitutes the foundation for regulating the flow of energy as well
as material which underlies the existence in term of manner in which the food retailers
maintain their resources, conserve, use and regenerate the resources for better utilisation.
ï‚· The economic domain is another principle which provide suggestion for creating as well
as managing the wealth in term of company, market, society and people toward
developing the value. The food retailers must focuses toward adopting such practices that
help in maintain not only the wealth of company but also the society.
ï‚· The life domain, third principle of sustainability which provides the basis for presenting
the appropriate behaviour within the biosphere i.e. how to offering the services that
people can live in balance with the nature. For this the food retailer must focuses toward
minimising the food waste either by reducing the stuff that stores for long or adopted
waste recycling method so that cost of company can be minimised. This in turn further
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help in reducing the offering price to consumer and hence help in attracting more
consumers toward the retailer.
ï‚· The social domain is the fourth principle of sustainability which provides the foundation
for social interaction where it guides the food retailers to follow all kind of human right
to promote freedom and self-actualisation. This principle guides the food retailer to
perform practices in favour of society by providing them better quality food items and
avoiding the food wastage.
ï‚· The spiritual domain is also considered to be crucial principle of sustainability which
focuses toward identifying the necessary attitudinal orientation which in turn represent
the basis for universal code of ethics. This in turn guide the food retailer in ensuring that
the practice they are adopting for offering their food product or services must be aligned
with ethical code of conduct so that sustainability can be achieved. This in turn help in
gaining the trust of customer within brand and hence help in attracting them for becoming
a part of it.
These all are the principle which support the food retailer in adopting eth right strategy to
implement the sustainability practices within business so that most appropriate outcome can be
achieved by the food retailers by getting maximum customers satisfaction with minimum
wastage. Other than this adoption of sustainability practices further helps the food retailers in
attracting customers and influencing tehir purchasing decision in most significant manner in
favour of organisation.
2.3 Literature Theme 3: The impact of sustainability and waste recycling
on branding and marketing in the retail food industry of the UK
From the view point of Weigel. G., 2020, Food retailers are gate keeper of food system
within a country as they influence the product that must be travel from farm to shelves and also
help in determining eth consumers trends. This is the main reason the grocers are pressurise to
reduce the food waste footprint. Some of the big retailers like Walmart, Kroger etc. are taking
initiate toward getting engage within the supply chain of reducing the food waste. In this regard
the supermarkets are setting up high standards for food items where they are rejecting the
imperfect food items such as discoloured, asymmetrical etc. at the time of leading dock which is
known as ugly produce. These items are then advertising among the health-conscious consumers
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who are seeking for the nutrient dense food. Such practices play a significant role in enhancing
the brand image and reputation in front of customers by representing themselves as leader for
brining change by offering healthy items and reducing food waste by adopting sustainable
practices. Due to this the word of mouth publicity is relatively higher which help in creating the
positive brand image and help in building up trust among consumer toward brand. Moreover, the
consumers are more willing to pay high price for such kind of food items which adds value such
as organic, vegan and sustainable food items.
Hence, it can be said that the adoption of sustainable practices within the food waste
management, food retailers are getting more able to increase awareness about their brand and
also getting successful in attracting customers toward their offerings.
2.4 Literature Theme 4: Recommendations that can be used to increase
positive impact of sustainability and waste management in food
retail in UK
From the perception presented by Metson. E., 2017, food waste is a big issue which is
impacting every individual in so many impacts, which make it essential to take initiative toward
reducing the food waste. There are number of benefit that food retailers will get with reduction
of food waste such as they will be able to reduce the negative impact over environment which is
turn affecting the life of people living. Other than this it also helps the retailers in reducing their
cost of operation along with reduction in food waste. It also helps in energy as well as resource
conservation. So, by reducing food wastage it become easier for the food retailers to gain several
benefits and in order to further increase the positive impact of food waste management following
recommendation are provided,
Be Creative: The leftovers are usually thrown and they end up with the landfills which in
turn create more and more waste. So, instead of that the food retailers can start up a campaign
which focuses toward reducing the food waste. This campaign not only provide information from
mouth-watering recipes, to informing about several other way of reducing the food waste. These
initiative toward waste management and sustainability practices help food retailers in gaining
creating more brand awareness about themselves and become able to create brand awareness.
Portion control: The main reason behind increasing food waste is that consumers
purchase more food item then they actually require. So for this the food retailers can reduce the
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packet size of food items which in turn help in making people learn to purchase food quantity
which they actually require. This is one of the oldest practices which is performed but is having
the most effective method of making people stay alert about reducing food waste.
2.5 Conclusion of Literature review
From the above performed literature review it has been concluded that with the increasing
population the demand for food and its consumption also get increased which in turn further
increases the food waste. Several models are used by food retailers in order to adopt and indulge
the sustainability practices within the business practices. It mainly includes three overlapped
circle model of sustainability and compliances to sustainability competitive advantage which
help in implementing the sustainability practices in systematic manner.
Other than this, in order to deal with food waste issues several actions are being taken by
the food retailers so that they can be act and operate in sustainable manner which bring positive
impact over environment as well as society. Therefore, the food retailers are putting several
initiatives toward the reducing food wastage. For this food retailers are offering food items by
minimising the use of toxic material along with reducing the emission of pollutant and waste
from the life of food material. This help in attracting people who are health conscious and help in
forming up their purchasing decision by providing them with some favourable factors that help
in making up their mind to make purchases. Hence the sustainable practices and recycling of
food items help in influencing consumer behaviour in positive manner. As per the review of
literature it has bene found that food retailers are taking up several initiative toward reducing
food waste by setting up high standard over the food items to offer best quality products. This
help in attracting more and more people to their stores which in turn help in creating awareness.
Other than this several food retailers are also running their campaign and using social media
platform to present their customers with effective ways to utilise the leftover food and waste
food by recycling it. These actions taken by food retailers are creating brand awareness among
the customer base and also helping in enhancing the outcome of marketing activities.
From the analysis of literature, it has bene found that in order to improve the positive
influence of waste management and sustainability practices by food retailer they must focuses
toward suggest their customers with recipes to reuse the waste or left over food items. Other than
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this they can also break down big packets of food items into small one to reduce the excess
purchase by customers for reducing food waste.
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REFERENCES
Online
Isam Mohammed Abdel-Magid. 2014. Food waste: Reduce, reuse, recycle, re-think. [Online]
Available through:
<https://www.researchgate.net/publication/271704107_Food_waste_Reduce_reuse_recy
cle_re-think>
Metson. E., 2017. Why Is Reducing Our Food Waste Important? [Online] Available
through:<https://biofriendlyplanet.com/green-ideas/food-waste/reducing-food-waste-
important/>.
Patch. L., 2017. Sustainable Ecommerce: What It Is, Why It Matters, and How You Can Build a
Sustainable Brand. [Online] Available through:<
https://cm-commerce.com/deep-dive/sustainable-ecommerce/>.
Reeves. M and Young. D., 2020. [Online] Available through:
<https://www.bcg.com/en-in/publications/2020/quest-sustainable-business-model-
innovation>.
Weigel. G., 2020. Supermarkets Moving Toward Zero Food. [Online] Available
through:<https://blog.smartsense.co/supermarkets-zero-food-waste>
Willard. B., 2020. [Online] Available through:<
https://sustainabilityadvantage.com/2010/07/20/3-sustainability-models/>.
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