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Påverka beteende kring ätbart matsvinn med hjälp av en tävling
KTH, School of Electrical Engineering and Computer Science (EECS).
KTH, School of Electrical Engineering and Computer Science (EECS).
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Influence consumers' edible food waste behaviour with a competition (English)
Abstract [sv]

En stor del av världens matsvinn uppstår på konsumentnivå, och mycket på grund av olika beteenden och vanor. I den här studien vill vi undersöka om det med hjälp av en tävling går att påverka människor att minska sitt ätbara matsvinn. Vi har använt oss av flera olika studier som undersöker vanor och beteende kring matsvinn för att få en större förståelse om hur gamification-element kan appliceras för att få till en beteendeförändring. Vi har använt oss av sex studenter som under en veckas tid fått delta i en tävling med målet att slänga så lite mat som möjligt. Därefter har vi utfört semistrukturerade intervjuer med studiedeltagarna.

Resultaten visade bland annat att studiedeltagarna tänkte mer på sitt matsvinn under tävlingsveckan, och hälften hade aktivt försökt slänga mindre mat. Det var dock ingen skillnad på hur ofta studiedeltagarna reflekterade över sitt matsvinn före och efter tävlingen. Vi kunde även utläsa från intervjuerna i vilka situationer tävlingen påverkade deltagarna mest, och kom fram till att det var kring planering och konsumtion av mat, de så kallade planerings- och konsumtionsfaserna. Vi kunde även se att leaderboarden påverkade de flesta deltagare  positivt men att ett litet fysiskt pris inte var tillräckligt motiverande för att åstadkomma förändring.

Abstract [en]

A big part of the world’s food waste occurs at consumer level, and mostly due to different behaviors and habits. In this study we want to examine if a competition can be used to influence people to reduce their edible food waste. We have used different studies that examine habits and behavior around food waste to gain a larger understanding of how gamification-elements can be applied to achieve a behavioral change.  We have used six students that during one week participated in a competition with the goal to throw away as little food as possible. We then had semi-structured interviews with the participants.

The results showed that the participants thought more about their food waste during the competition, and half of them had actively tried to throw away less food. There was no difference in how often the participants reflected about their food waste before and after the competition though. We could also see from the interviews in which situations the competition affected the participants the most, and came to the conclusion that it was around planning and consumtion of food, the so called planning phase and consumption phase. We could also see that the leaderboard affected most of the participants positively but that a small physical prize was not enough motivating to achieve a change.

Place, publisher, year, edition, pages
2019. , p. 16
Series
TRITA-EECS-EX ; 2019:185
Keywords [en]
foodwaste, gamification, behaviour, edible
Keywords [sv]
matsvinn, spelifiering, beteende
National Category
Media and Communication Technology
Identifiers
URN: urn:nbn:se:kth:diva-252795OAI: oai:DiVA.org:kth-252795DiVA, id: diva2:1321916
Subject / course
Media Technology
Educational program
Master of Science in Engineering - Media Technology
Supervisors
Examiners
Available from: 2019-07-02 Created: 2019-06-10 Last updated: 2019-07-02Bibliographically approved

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