Effects Of Serveware Materiality On Food Perceptions, Consumption, and Waste

Author

Sara Williamson, Graduate Center, City University of New YorkFollow

Date of Degree

6-2016

Document Type

Dissertation

Degree Name

Ph.D.

Program

Business

Advisor

Lauren G. Block

Committee Members

Stephen Gould

Pragya Mathur

Punam A. Keller

Subject Categories

Marketing | Psychology

Keywords

consumer food waste, categorization, IAT, material disposability, serveware

Abstract

Three lab studies and three field studies indicate that food waste and consumption is influenced by serveware disposability. Studies indicate that consumers waste more food when eating with disposable plates and consume more food when eating with permanent plates. The effect persists whether participants choose their own type and quantity of food or are given the same amount of food, whether they are responsible for plate disposal or not, and whether the serveware is touched/held or not. Process level support is provided via an IAT test to explain this effect as a perceptual readiness to dispose of food when on disposable serveware and to consume food when on permanent serveware.

Recommended Citation

Williamson, Sara, "Effects Of Serveware Materiality On Food Perceptions, Consumption, and Waste" (2016). CUNY Academic Works.
https://academicworks.cuny.edu/gc_etds/1352