Buying is Caring: A Reception Study of Two Food Waste Initiatives

Dorina Egressy, Semin Alekic, Virginia Ines Catena & Anna Malgorzata Derylo

Studenteropgave: Kandidatprojekt


This study aimed to investigate how two different food waste initiatives, GRIM and Foodsharing Copenhagen communicate the issue of food waste and interpellate potential users through sustainability-related discourses on their respective websites. By leaning on a methodological approach combining discourse analysis (Gee, 2011) of the two organizations’ websites as well as a reception study involving a focus group of young university students, and drawing on the concepts of Commodity Activism (Banet-Weiser & Mukherjee, 2012), Eco-Habitus (Carfagna et al, 2014 & Kennedy et al, 2015) and Identity Projects (Larsen & Peterson, 2018), the study revealed that, while they were addressing the same root issue - food waste - the textual and visual language used by the initiatives differs. Where the former, GRIM, positioning themselves within market logics and discourses conflate consumer choice, democracy and empowerment, the latter, Foodsharing CPH relied more on addressing the reader as democratic citizen, activism, operating outside of the market. The results of the focus group study revealed a preference for the former. While the participants of the focus group were all in agreement that food waste was a social issue that required attention, the ways in which they saw themselves combating it fell within the logics of the market, showing a preference towards engaging with it on an individual level through consumer behavior, rather than collective political action.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdatodec. 2019
Antal sider47
VejledereDavid Mathieu


  • eco-habitus
  • commodity activism
  • green consumption
  • green citizenship
  • identity projects
  • habitus
  • foodsharing
  • freeganism
  • environmentalism
  • organic
  • food waste