EXPLORING CONSUMERS RELIANCE ON PLASTIC IN FRESH FOOD PACKAGING: ADDING TO THE WASTE?

This paper joins the vibrant conversation on the unprecedented scale of the use of plastic in order to package, transport and aid the consumption of fresh food. Specific focus is placed how the UK government's plastic free aisle pledge, highlighted in the 2018 25-year sustainability plan, may have an impact on the already increasing levels of food waste in the UK The current literature fails to recognise the need to evaluate the reliance consumers have on plastics in the purchase, transport and consumption of fresh food products. As a result, it is therefore difficult to evaluate the impact the UK government's plastic free aisle pledge will have on food wastage. In order to understand the possible roles, relationships and reliance consumers have on plastics in the purchase, transport and consumption of fresh food, this study followed an inductive approach. Thus, building on existing research in order to conceptualise how consumers' thoughts and behaviours interrelate with the use of plastic when purchasing, transporting and consuming fresh food and the potential impact this could have on food wastage. The findings of the study indicated consumers strongly rely on plastic packaging as a mechanism in which to preserve fresh food, in order to maintain the quality for as long as possible. Yet the results suggest consumers unconsciously rely on the information presented to them on packaging, such as best before dates. Such statements thus seem to skew consumers' views on what is edible vs. what should be thrown away. This therefore suggests there is a confusing role between plastic packaging preserving food as well as it increasing the wastage of food. The study concludes that the effect of removing plastic from fresh produce could be somewhat negative as the guidance consumers rely on is also removed. There is thus a need for further consideration with regards to the operational impacts of the removal of plastic as well as the possible perseveration techniques. A need for immediate consumer education surrounding food handling and consumption, to minimise consumer ambiguity and the growing culture of reliance on information on plastic packaging is also recommended to help reduce foodwastage.