The Suboptimal Solution to Food Waste : A Qualitative Research of Swedish Grocery Shoppers’ Attitudes and Purchase Intentions towards Suboptimal Food

Background Worldwide, one-third of all produced food is going to waste, and the number is increasing every year which consequently calls for action. A substantial share of the food waste is the outcome of grocery stores throwing away suboptimal food which yet is eatable but due to the date labeling, damaged packaging or in terms of appearance standards cannot be sold. Throughout the last years, numerous unique businesses have been formed in Sweden to offer suboptimal food both online and in physical stores. Still, Swedish grocery stores stand for 30 000 tons of food being wasted which is directly linked to the still evident unwillingness to offer, purchase and consume suboptimal food. By no means, this is a significant problem and need to be changed in order to reach a more sustainable world. Till this day, qualitative research on the topic is scare. Purpose The purpose of this thesis is to understand which components that affected Swedish grocery shoppers’ attitudes and purchase intentions towards suboptimal food in-store. Method In order to fulfil the purpose of this study, a qualitative methodology has been utilized. The qualitative data has been collected through semi-structured interviews amongst Swedish grocery shoppers. To explore the attitudes and purchase intentions towards suboptimal food product, an abductive research approach was applied to strengthen previous research findings and attempt to discover possible new theory. Conclusion The empirical findings revealed that Swedish grocery shoppers in this research study hold an overall positive attitude towards suboptimal food. The study further reports four prominent barriers towards Swedish grocery shoppers’ purchase intentions of suboptimal food. In result, even though an overall positive attitude presented, the intention to purchase suboptimal food could be severely weakened by substantial restrictions encountered in grocery stores