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Consume -Ci izens as Leade s o Change: The Case o Food Was e
CHAPTER 14
Consume -Ci izens as
Leade s o Change:
The Case o Food Was e
ELINA NÄRVÄNEN, MALLA MATTILA & NINA MESIRANTA
Takeaways o Leading Change
We examine consume -ci izens and hei oles in leading change in
he con ex o ood was e educ ion. Food was e is one o he “wicked
p oblems” acing socie y, businesses and consume s alike. I p o ides an
in e es ing case o he LFC app oach because i is a complex and dynamic
issue whe e mul iple ac o s and in e es s a e a s ake. In his chap e , we
ake he consume -ci izen’s pe spec i e and explo e he oles hey can
adop ega ding he issue o educing ood was e. The chap e p o ides
an o e iew o consume -ci izenship and iden i ies a con inuum o oles:
choice-make , ca ie -o -p ac ice, and leade o change. The cha ac e is ics
o hese oles a e illus a ed by d awing empi ical insigh s om he
Was ebus e s esea ch p ojec examining consume -ci izens as ac i e
educe s o ood was e. The con inuum demons a es ha consume -
ci izens’ ood was e educ ion in ol es an e olu iona y change om
making mo e sus ainable pu chasing decisions, o econ igu ing e e yday
li e p ac ices, and inally mobilising o he consume s o join he mo emen .
In hei ela ional leade ship oles, consume -ci izens also ha e he abili y
o a ec he sys em as a whole. The chap e a gues ha in o de o add ess
he ood was e issue, mo ing away om op-down, in o ma ional policies
and expe -led campaigns owa d pa icipa o y g ass oo s and bo om-up
ways o engaging consume -ci izens is necessa y.
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I
n his chap e , we ocus on he issue o ood was e, one o he bigges
global sus ainabili y challenges. Food was e can be desc ibed as a
“wicked p oblem” (Reinecke & Ansa i, 2016; Webe & Khademian, 2008)
o many easons. I is a complex issue in ol ing a g ea pa adox: as people
keep h owing away edible ood, o he s a e su e ing om s a a ion and
hunge . Due o he complexi y and ine iciency o he ood sys em as a
whole, su plus ood is mos o en no consumed. I has been es ima ed
ha i we could cu he amoun o ood cu en ly being los o was ed by
jus one ou h, his amoun would be su icien o eed 870 million hung y
people (FAO, 2017b). The en i onmen al e ec s o ood was e a e also
conside able: in Finland, he annual CO2 emissions om household ood
was e a e equi alen o he emissions o 100 000 ca s (Lund, 2015). Food
was e is a wicked p oblem because many s akeholde s a e in ol ed, anging
om indi idual consume households o e aile s, manu ac u e s, a me s,
poli icians, NGOs and companies. Poli ical awa eness o he ood was e
issue is inc easing. Howe e , in he UN’s Goals o Sus ainable De elopmen
(Uni ed Na ions, 2017) and a he EU le el (Eu opean Commission, 2017),
in e es s ela ing o he issue a e di e gen and some imes con lic ing.
Va ious s udies poin o he ole o households in p oducing ood was e
as signi ican ; especially in de eloped coun ies (Gus a sson, Cede be g,
Sonesson, an O e dijk, & Meybeck, 2011). Consume -ci izens he e o e
can play a key ole when looking o possible solu ions o he p oblem.
The consume -ci izen as a leade o change emb aces sus ainabili y and
collec i e well-being in addi ion o o ins ead o maximising hei sel -
in e es in he ma ke (Gab iel & Lang, 2015; Jacobsen, 2017). The e a e
a ious examples o how consume -ci izens a e aking leade ship oles
in ans o ming hei e e yday li es and he
li es o o he s by ad oca ing mo e sus ainable
ood consump ion p ac ices. This includes
p e en ion and educ ion o ood was e. The
pu pose o his chap e is o desc ibe and
analyse he oles o consume -ci izens in
ood was e educ ion. The ole adop ed by
consume -ci izens is an example o bo om-
up ela ional leade ship whe e ul ima ely,
The pu pose o his
chap e is o desc ibe
and analyse he oles o
consume -ci izens in
ood was e educ ion.
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Consume -Ci izens as Leade s o Change: The Case o Food Was e
consume -ci izens y o in luence he social o de ( he exis ing ood
sys em) h ough ans o ming hei own and o he s’ consump ion- ela ed
alues, a i udes and beha iou s.
The chap e d aws insigh s om he Was ebus e s esea ch p ojec
examining consume -ci izens as ac i e educe s o ood was e. The h ee-
yea p ojec (2016–2019) is ca ied ou a he Uni e si y o Tampe e,
Facul y o Managemen , and unded by Emil Aal onen Founda ion. Ou
indings a e based on quali a i e esea ch ma e ials ega ding ood was e
educ ion, including in e iews (e.g. wi h consume s, ood blogge s, and
company ep esen a i es), an expe panel as well as documen s abou
consume ood was e campaigns and ood was e- ela ed ope a ing o
business models in Finland and ab oad.
We begin by in oducing he sus ainabili y challenge o ood was e and
he consume -ci izen concep . We hen p esen a con inuum o consume -
ci izens’ oles in he con ex o ood was e educ ion. The con inuum is a
ypology o ideal ypes ha can also o e lap. Cons uc ing a ypology is a
commonly used s a egy in quali a i e esea ch o unde s and he di e en
cha ac e is ics ela ed o a complex phenomenon such as consume -
ci izenship. Ye , he ypology we p esen is no exhaus i e and u he
oles o hyb ids o di e en oles may exis in he eal wo ld. The sec ion
includes examples o ini ia i es and solu ions ha mobilise consume -
ci izens o educe ood was e. The chap e concludes wi h a e lec ion on
he key implica ions o he chap e in ela ion o he leade ship o change
app oach and i s main hemes: a complex wo ld, ela ional leade ship,
and dynamic change.
Food Was e as a Sus ainabili y Challenge
Food was e can be de ined as “any ood, and inedible pa s o ood, emo ed
om he ood supply chain o be eco e ed o disposed” (Ös e g en e
al., 2014). The Food and Ag icul u e O ganisa ion o he Uni ed Na ions
(FAO) has es ima ed ha globally abou one hi d o ood p oduced o
human nu i ion is los o was ed, piling up o abou 1.3 billion onnes o
ood pe yea (Gus a sson e al., 2011). In he EU, ood was e is es ima ed
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Leading Change in a Complex Wo ld: T ansdisciplina y Pe spec i es
Consume -Ci izens as Leade s o Change: The Case o Food Was e
o be abou 88 million onnes pe yea ; equi alen o 173 kilog ams o
ood was e pe pe son (S enma ck, Jensen, Ques ed, & Moa es, 2016). In
de eloped coun ies, ood was e occu s mos ly a he consume and e ail
le el o he ood sys em. In de eloping coun ies ood is los mos ly a
ea lie s ages, du ing pos -ha es (Gus a sson e al., 2011).
Food was e c ea es en i onmen al and economic, bu also social and
e hical conce ns. F om an en i onmen al pe spec i e, he ca bon oo p in
o ood was e is almos equal (87%) o global oad anspo emissions. I
ood was e was a coun y, i would ank hi d in g eenhouse gas emissions
(FAO, 2015). Howe e , he size o ca bon oo p in a ies depending on
whe e in he supply chain he ood was e occu s
as well as he ype o ood was ed. The la e in he
supply chain he ood was e occu s, he g ea e ca bon
oo p in . Reducing ood was e in he la e s ages o
ood supply chain, namely a e aile s and households,
is especially impac ul o he en i onmen . E en
hough was ed mea , o example, cons i u es less
han i e pe cen o o al ood was e, i con ibu es o
o e 20% o he o al ca bon oo p in o ood was e
(FAO, 2015). Economically, he di ec inancial cos s
o ood was e amoun o abou USD 1 illion each
yea . When ac o ing in he indi ec en i onmen al cos s ( he los alue
o ecosys ems) and social ( he loss o well-being associa ed wi h na u al
esou ce deg ada ion), he ull cos s each USD 2.6 illion globally each
yea (FAO, 2017a). I is also mo ally ques ionable o was e ood while
people su e om hunge .
In he nex sec ion, we ocus on he oles o consume -ci izens as
po en ial leade s o change in he ood was e issue. E en hough he
p oblem o ood was e canno be sol ed by any one ac o alone, ocusing
on consume s is impo an because hei p e e ences, a i udes and
beha iou s in luence he ood sys em. We u ilise he concep o consume -
ci izen o p o ide a iew o he wo ld whe e consump ion and ci izenship
a e no seen as opposi es bu as ho oughly in e -linked and o e lapping.
This unleashes he po en ial o consume -ci izens o lead he cha ge
owa d mo e sus ainabili y and o e all well-being.
Food was e c ea es
en i onmen al
and economic, bu
also social and
e hical conce ns.
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Leading Change in a Complex Wo ld: T ansdisciplina y Pe spec i es
Consume -Ci izens as Leade s o Change: The Case o Food Was e
F om Consume s o Consume -Ci izens
The de elopmen o he mode n consume socie y has led o a si ua ion
whe e he cu en le els o consump ion a e oo high o he nex gene a ion
o sus ain. This has esul ed in s a k ecological consequences. En i onmen al
issues ha e become inc easingly isible in socie y. As consume s become
mo e awa e o he en i onmen al e ec s o hei ac ions, hey eel inc easing
p essu e o make changes in hei consump ion habi s.
Consume and ci izen oles ha e adi ionally been po ayed as
opposi es – consume s maximise sel -in e es in he ma ke , consuming
mo e and mo e in o de o sa is y ne e ending needs c ea ed by consume
cul u e. Ci izens, on he o he hand, ca e abou he wellbeing o o he s
and y o beha e mo ally, aking esponsibili y o hei ac ions (Gab iel
& Lang, 2015; T en mann, 2007). Today hese seemingly con adic o y
oles a e inc easingly in e wined. The hyb id e m which e e s o his
con igu a ion is consume -ci izen (o ci izen-consume ) (Gab iel & Lang,
2015; Jacobsen, 2017; Johns on, 2008; Jubas, 2007).
The e a e wo easons o why consume -ci izens should be analysed as a
hyb id. Fi s , consump ion has o a long ime been concep ualised as mo e
han a ional u ili y maximisa ion. Th ough consump ion, consume s build
hei iden i ies and main ain social ela ionships. Consump ion p o ides
a language o symbols and meanings wi h which we communica e wi h
o he s and unde s and he wo ld a ound us (Moisande & Val onen, 2006).
As socie al and pe sonal alues shi owa d an emphasis on sus ainabili y,
consump ion p o ides an impo an o um o people o exp ess hese alues
and meanings in hei daily li es. In o he wo ds, you inc easingly a e wha
you ea , wea , d i e and use. Second, he e has been a shi in wha ac i i ies
a e conside ed as poli ical. Ci il pa icipa ion is mo ing beyond he o mal
domain o he s a e and o ing beha iou s. This poin s o a enaissance o
ci il socie y (T en mann, 2007). Neolibe al ideology u he emphasises
esponsibilising consume s – obliga ing hem o enac hei li es h ough
independen and ee consump ion choices a he han as di ec ed by he
go e nmen o o he cen al au ho i y (Giesle & Ve esiu, 2014).
The e is a a ie y o examples o beha iou s o consume -ci izens
ela ed o sus ainable consump ion and poli ical consume ism. These

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can be b oadly posi ioned wi hin h ee oles. The i s ole e lec s he
consume -ci izen’s ole as a choice-make . This in ol es making di e en ,
mo e sus ainable pu chase decisions, such as, o example, buying ai
ade o o ganic p oduc s (P o he o, McDonagh, & Dobscha, 2010, p.
153). In poli ical consume ism, he ma ke place is seen as a poli ical a ena
whe e each consume “ o es” h ough buying o non-buying. Consume
boyco s punish companies o unsus ainable beha iou , o example,
Nés le boyco s. “Buyco s”, like “ca o mobs”, ewa d companies o
sus ainable beha iou (Michele i, 2003). This iew, howe e , has been
c i icised as oo na ow, because i ocuses on pu chasing and emphasises
indi idual agency in changing he sys em (Sou he on & E ans, 2017).
The second ole ocuses on consume -ci izens changing hei e e yday
li e consump ion p ac ices mo e holis ically. Examples o beha iou s
include mending hings ins ead o buying hem new, buying and selling
second-hand, o joining a slow ood mo emen (Chaudhu y & Albinsson,
2015; Sou he on & E ans, 2017). This ole d aws om a p ac ice heo e ical
unde s anding o consume s (Sho e, 2010; Wa de, 2014). He e, consume s
a e seen as ( e)pe o ming di e en p ac ices and ou ines embedded in
social and cul u al con ex s. The ocus is ex ended om he consume as
“shoppe ” owa d hei e e yday li es whe e hings a e app op ia ed in
use and ul ima ely emo ed om use h ough disposal beha iou s. All o
hese in e linked ac i i ies a e highly dependen on social no ms, alues
and ela ed cul u al meanings, p ac ical, embodied knowledge, and he
ma e ial wo ld (Wa de, 2014). F om his pe spec i e, he key o changing
consump ion beha iou lies no in indi idual choices made by consume s
bu a he in dis up ing and disman ling unsus ainable consump ion
p ac ices and eassembling hem in a mo e sus ainable manne (Sho e,
2010). Fo ins ance, when joining he slow ood mo emen , consume -
ci izens g adually s a o amend hei e e yday p ac ices and ou ines,
while also imp o ing hei ci ic mindedness (Chaudhu y & Albinsson, 2015).
The hi d ole e lec s consume -ci izens as leade s o change. This ole
d aws om he new o ms o poli ical consume ism (S olle & Michele i,
2013). Conce ned consume -ci izens may engage in di e en ac i i ies o y
o change no only hei own beha iou bu also ha o o he s and o socie y
mo e b oadly; o example, h ough u ilising social media. The ac i i ies o
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Leading Change in a Complex Wo ld: T ansdisciplina y Pe spec i es
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consume -ci izens who adop his ole no longe a ec only hei own li es,
communi ies and social ne wo ks. As leade s o change, consume -ci izens
commi inc easing amoun s o ime and e o o mobilising o he people,
whe he h ough es ablishing hei own g ass oo s social mo emen s
o joining al e na i e li es yle mo emen s like olun a y simplici y and
cul u al jamming (Che ie , 2009), o eeganism (Ba na d, 2011).
Using hese concep s, we iden i y h ee oles o consume -ci izens:
choice-make s, ca ie s o p ac ices and leade s o change. These a e
illus a ed in Figu e 1.The ci cles a e p esen ed as o e lapping because he
la e oles also inco po a e p e ious oles. The iden i ied oles a e ideal
ypes in a ypology cons uc ed o make sense o a complex phenomenon.
In he eal wo ld, hey a e no mu ually exhaus i e and may also o e lap.
Nex , he iden i ied oles a e elabo a ed in mo e de ail, oge he wi h
examples o ini ia i es and solu ions ha mobilise consume -ci izens
o educe ood was e.
Consume -Ci izens as Choice-Make s
The i s ole designa es consume -ci izens as choice-make s. They a e
au onomic ac o s who pu sue indi idual in e es s, bu seek sus ainabili y
by making changes in hei consump ion decisions. They make disc e e
consump ion choices ela ed o ood was e, such as choosing o buy oods u s
nea hei expi y da es a discoun ( s. choosing some hing wi h a longe
expi y pe iod) o by buying le o e meals a discoun om es au an s
h ough mobile applica ions (e.g. he ResQ Club se ice o simila ).
He e, ood was e educ ion ul ima ely conce ns indi idual sus ainable
consump ion choices. Indi idual consump ion beha iou is in luenced
by inc eased awa eness o he issue o ood was e. The consume -ci izen
becomes awa e o he p oblem o ood was e and has a posi i e a i ude
owa d educing i , bu a a e y gene al le el. The consume -ci izen as
choice-make pa icipa es in ood was e educ ion h ough pu chasing
ac s ha may help o educe e aile s’ o es au an s’ ood was e. Howe e ,
he consume -ci izen may no ecognise he ull complexi y o he issue.
E en i consume -ci izens y o a oid was ing ood in hei e e yday
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Leading Change in a Complex Wo ld: T ansdisciplina y Pe spec i es
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FIGURE 1. Consume -ci izen con inuum in educing ood was e
CONSUMER-
CITIZENS AS...
CHOICE-
MAKERS
CARRIERS OF
PRACTICES
LEADERS
OF CHANGE
SCALE OF
CHANGE
A i udes and indi idual
beha iou
+ Communi ies and g oups + Sys em le el
STANCE TOWARD
FOOD SYSTEM
Accep ing, un e lec i e Ques ioning, e lec i e C i ical, e lec i e
STANCE TOWARD
CHANGE
Making indi idual changes Willing and capable
o c i ically e alua e
and change daily ood
consump ion ela ed
ou ines
Engaging in ac i ely
changing ood
consump ion p ac ices o
o he consume s o he
sys em as a whole
HOW ARE
CONSUMERS
ACTIVATED?
Recei e ac ual
in o ma ion om
go e nmen al bodies,
o he ins i u ions and
expe s
Use own embodied
knowledge and ecei e
in o ma ion om expe s
and communi ies
Engage in ac i ely
changing o he
consume s’ p ac ices by
making in isible issues
isible and le e aging
upon in o ma ion and
expe ience
EXAMPLES Buying oods u s nea
hei expi y da es; buying
le o e meals om a
es au an by using ResQ
Club (o o he simila )
applica ion
S op h owing expi ed
ood i ems in he bin;
planning wha o buy
be o e going o g oce y;
o e ing le o e ood o
e�g� iends and co-wo ke s
B inging ood was e in o
popula cul u e h ough
mo ies; in luen ial leade s
o ood was e mo emen s;
dumps e di ing/
eeganism
+ = includes ea lie p esen ed ca ego y/ca ego ies
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Leading Change in a Complex Wo ld: T ansdisciplina y Pe spec i es
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li es, as choice-make s hey a e no e lec i e o he e e yday ou ines
and p ac ices o how ood was e occu s. Hence, he choice-make mo e
o less accep s he ood sys em as i is. Disc e e ac s do no a ec he ood
sys em as a whole.
Many ood was e ela ed campaigns a e based on he idea ha gi ing
(expe -led) in o ma ion abou ood was e will lead o inc eased awa eness
o he issue and u he o posi i e a i udes owa d educing ood was e
(see also E ans, Welch, & Swa ield, 2017). Fo ins ance, a Finnish “Was e
week” campaign, o ganised annually by a non-go e nmen al o ganisa ion,
ocuses on educa ing consume s abou he e ec s o ood was e ( o o he
simila campaigns, see Aschemann-Wi zel e al., 2017). I p omo es ac ion
by o ganising e en s, dissemina ing in o ma ion abou ood was e, and
encou aging companies, public o ganisa ions and o he pa ies o ba le
agains ood was e oge he wi h consume s. The p oblem wi h campaigns
elying on a i ude change is ha he e is a ecognised a i ude-beha iou
gap pa icula ly in sus ainabili y issues – ha ing he in en ion o do
some hing does no necessa ily lead o ac ion (Sho e, 2010). This issue is
add essed h ough a p ac ical and heo e ical unde s anding o consume s
unde lying he second ole o consume -ci izens discussed below.
Consume -Ci izens as Ca ie s o P ac ices
The second ole deno es consume -ci izens as ca ie s o p ac ices. He e,
consume s a e seen as ( e)pe o ming di e en p ac ices and ou ines
in hei e e yday li es. Consump ion is seen as b oade han me e
pu chasing beha iou , and includes he phases o use and disposi ion.
Indi idual consump ion beha iou s do no necessa ily depend upon
conscious and delibe a e choice bu ins ead, on pa icipa ing in socially
lea n p ac ices depending on upon cul u al meanings, alues and
unde s andings (Sho e, 2010). F om he pe spec i e o his second
ole, he ou e o educing consume ood was e is h ough consume s
ei he d opping unsus ainable p ac ices, changing elemen s o exis ing
p ac ices o adop ing new mo e sus ainable p ac ices (Phipps & Ozanne,
2017). Ea lie esea ch has ound ha being able o plan and manage
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Consume -Ci izens as Leade s o Change: The Case o Food Was e
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An i Lönnq is , Ha i Laihonen and Julia Be hwai e
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