We Asked Users
This survey was presented to a prequalified TCD audience in contextually relevant web articles and newsletters.
Survey participants self-selected two times, first when deciding to consume the host content and then again when deciding to participate in the survey.
Which of these groups has the biggest role to play in reducing food waste?
Please select one.
Which of these groups has the biggest role to play in reducing food waste?Survey Results
806 Outrage Focus:
2,664 Sustainability Focus:
440
Aggregate Insights
The overperformance of "Grocery stores" suggests a meaningful opportunity for chains to engage their customers and cultivate brand loyalty by positioning themselves as part of the solution to food waste.
The relative underperformance of "Individuals" — when individual consumers do, in fact, account for most of the food waste in the United States — suggests a meaningful opportunity to educate mainstream consumers about the true causes of and solutions to the problem.
Further polling could ask a follow-up question about the respondent's personal efforts to reduce food waste to determine whether attitudes about the cause of the problem influence individual behavior — e.g., does believing that grocery stores are most responsible for food waste reduce the likelihood that an individual will take personal action?
Contextual splits are determined by the topical focus and interests of the audience members participating in the survey, as described in more detail in the Insights and Methodolgy sections below.
806 Outrage Focus:
2,664 Sustainability Focus:
440
Split Insights
The strong overperformance of "Grocery stores" among audiences consuming content about egregious business waste in the outrage split suggests a strong correlation between message framing and consumer attitudes.
The sub-majority vote for "Individuals" across all contexts suggests that even sustainably minded consumers can benefit from education about the true causes of and solutions to the problem.
Further polling could ask the same question in the context of content about egregious food waste by individuals to determine whether reframing food waste on a personal level can bring consumer attitudes more in line with the true causes of and solutions to the problem.
Methodology
This poll was conducted among a prequalified TCD audience of likely adopters via distribution in 18 syndicated web articles. It received a total of 5,268 responses and generated segmented data across 3 primary contextual splits.
TCD surveys are embedded inline in contextually relevant web articles and newsletters. Survey participants self-select two times, first when deciding to consume the host content and then again when deciding to participate in the survey.
Contextual splits are determined by the topical focus and interests of the audience members participating in the survey. Split analysis explores the degree to which different messages — and the self-selected participants who seek them out — can shape consumer sentiment.
