Changing the influence of portion size on consumer behaviour to encourage sustainable food consumption (Advert Reference: SEL17/BUS/APOSTOLIDIS).

Faculty: Business and Law

Department: Newcastle Business School

Project Description:

Food portions are generally considered as the norm for food consumption, while increased portion sizes are being used by the food industry as a marketing tool to attract customers and increase sales (Zlatevska et al., 2014). Nevertheless, studies from different countries suggest that although increased portion size does indeed lead to increased consumption (with a doubling of portion size leading to a 35% increase in consumption on average), the effect appears to be curvilinear, with diminishing effects as portion sizes increase (Zlatevska et al., 2014).

However, this increase in food portion sizes may result in less healthy and unsustainable consumption patterns, as people tend to eat more when they are served a larger food portion, due to the portion size effect (Petit et al., 2017). In addition to overeating, large portion sizes may have an impact on the social and environmental sustainability of the food sector, as they have been associated with a number of issues including obesity and increased food waste (Cornil & Chandon, 2016; Livingstone & Pourshahidi, 2013; Wansink, 2012). To reduce their negative impact on public health, food security and the environment and answer calls to action made by governments and NGOs, studies suggest that portion sizes should be reduced (e.g. Zlatevska et al, 2014; Wansink & Van Ittersum, 2013; Wansink, 2012).

In addition to policy makers and practitioners, researchers also find that further investigation of the nature and the underlying drivers of the portion-size effect is called for; as further analysis of this effect and its impact on consumer behaviour would be beneficial. They suggest that existing studies have tended to choose generous small portion sizes, thus avoiding ‘floor’ effects and that the possible existence of a ‘norm’ for what one is supposed to eat may act as a mediating factor. They also note that the drivers of eating cessation require further attention (Zlatevska et al, 2014).

Therefore the question is, how can marketers help and encourage people to reduce the sizes of their food portions? The project aims to answer this question by exploring the ways that marketers and businesses can influence consumer behaviour in a way that will benefit both public health and environmental sustainability.

Eligibility and How to Apply:
Please note eligibility requirement:
• Academic excellence of the proposed student i.e. 2:1 (or equivalent GPA from non-UK universities [preference for 1st class honours]); or a Masters (preference for Merit or above); or APEL evidence of substantial practitioner achievement.
• Appropriate IELTS score, if required.

For further details of how to apply, entry requirements and the application form, see
https://www.northumbria.ac.uk/research/postgraduate-research-degrees/how-to-apply/

Please ensure you quote the advert reference above on your application form.

Start Date: 2 October 2017

Northumbria University is an equal opportunities provider and in welcoming applications for studentships from all sectors of the community we strongly encourage applications from women and under-represented groups.