A Digitally Enabled Circular Economy for Mitigating Food Waste: Understanding Innovative Marketing Strategies in the Context of an Emerging Economy

M. Souza, G.M. Pereira, Ana Beatriz Lopes de Sousa Jabbour (), C.J. Chiappetta Jabbour, L.R. Trento, M. Borchardt and L. Zvirtes
Additional contact information
M. Souza: UNISINOS - Universidade do Vale do Rio dos Sinos
G.M. Pereira: UNISINOS - Universidade do Vale do Rio dos Sinos
Ana Beatriz Lopes de Sousa Jabbour: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
C.J. Chiappetta Jabbour: EM - EMLyon Business School
L.R. Trento: UNISINOS - Universidade do Vale do Rio dos Sinos
M. Borchardt: UNISINOS - Universidade do Vale do Rio dos Sinos
L. Zvirtes: Universidade do Estado de Santa Catarina

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Abstract: Within the context of the circular economy, this article analyses how supermarkets can reduce food waste by implementing appropriate marketing strategies underpinned by digital technologies, such as Big Data predictive analytics. Little is currently known of the potential role of the emerging digital technologies in furthering the sustainability of supermarket chains in emerging economies. Thus, an original multiple case study has been conducted, involving six supermarket chains operating in Brazil and six farming distributors that produce fruit and vegetables (F&V). The findings show that actions towards food waste reduction based on the principles of the circular economy begin with an understanding of F&V stages of deterioration. Through such an understanding, a number of actions can be undertaken to reduce the negative effects of this deterioration. These include (among others) the management of prices, sales, operations, and purchases, all of which can be underpinned by such technologies as sensors and augmented reality in order to manage dynamic pricing, storage, and item display. The findings contribute to demonstrating how digital technologies can help supermarkets' marketing departments in driving corporate sustainability while also benefiting both consumers and societal well-being. \textcopyright 2021

Keywords: Big data; Brazil; Circular economy; Corporate strategy; Costs; Data management; Deterioration; Digital technologies; Emerging economies; Food waste; Fruit and vegetables; Green marketing; Marketing strategy; Multiple-case study; Predictive analytics; Retail stores; Sales; Strategic planning; Supermarket chains; Sustainability (search for similar items in EconPapers)
Date: 2021-12-01
Note: View the original document on HAL open archive server: https://normandie-univ.hal.science/hal-04275962v1
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Citations: View citations in EconPapers (2)

Published in Technological Forecasting and Social Change, 2021, 173, pp.121062. ⟨10.1016/j.techfore.2021.121062⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04275962

DOI: 10.1016/j.techfore.2021.121062

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