ABSTRACT

This article focuses on the ongoing challenge of management interventions seeking social change in pursuit of greater environmental sustainability. We seek to improve the segmentation of individuals to inform the design of customised interventions in the challenging and globally important area of reducing food waste. Given the limited explanatory power associated with socio-demographic characteristics in the segmentation process, we included a behavioural component based on the Stages of change model. Data was collected through an online survey completed by a representative sample of Australian adults (N = 944) who buy food for their household. Results show a large proportion of individuals (around 70%) are already actively involved in reducing food waste. We identified four meaningful clusters of individuals namely, Self-centred, Uninvolved, Concerned, and Passionate. Those in Concerned and Passionate clusters, which comprised 29% and 26% of the participants respectively, will benefit from interventions highlighting environmental impact. We contribute to literature by highlighting the benefits of incorporating stages of change with socio-demographics to create meaningful groups where enhanced impact can be achieved from customised interventions.

摘要

本文重点探讨了寻求社会变革以追求更大环境可持续性的管理干预措施所面临的挑战。我们力求提高个人的细分水平，从而为减少粮食浪费这一具有挑战性和全球重要性的领域的定制干预措施提供信息。鉴于细分过程中与社会人口统计学特征相关的解释力有限，我们在变更阶段模型中纳入了行为成分。数据通过一个在线调查由澳大利亚成年人的代表性样本收集完毕（ñ = 944）为家庭购买食物。结果表明，很大一部分人（约70％）已经积极参与减少食物浪费。我们确定了四个有意义的个体群体，即以自我为中心，不参与，关注和热情。那些在关注和真情ë簇，它们分别由29％和参与者的26％，将受益于干预突出环境的影响。我们通过强调将变化阶段与社会人口统计相结合来创建有意义的群体的好处来为文学做出贡献，通过定制干预措施可以产生更大的影响。