Helping Australians save money by reducing their food waste is more important than ever in these current tough economic times as a result of COVID-19 and the associated economic disruption. Reaching large numbers of Australians with these messages can be difficult, however, using social media to communicate these messages is one approach that will reach a large audience in a cost and time-effective manner. But does it have a real impact on food waste reduction beyond the swipe or the click?

Social media can provide simple and clear messages to help Australians save money by giving them tips and tricks to reduce their food waste. Although these campaigns gain exposure, their influence is underexamined in scientific research and limited evidence exists in prior studies to ascertain the link between social media campaigns and public behavioural changes. Due to the novelty of social media, most research has to-date focused on the tactical use of social media (eg interactivity, amplification), rather than their effects on persuasion or changes in behaviour.

This project will enhance our understanding of the real benefits of using social media to communicate the opportunities for consumers to reduce their food waste.  While social media is increasingly being used globally for this purpose, there is very little data comparing its impact and return on investment.  Results from this study will benefit industries, such as health/nutrition, that run such campaigns and societies that receive them.