Taking forward research on consumer behaviour and behavioural change to

achieve waste minimisation in Hampshire

Zoe Kimber, Principal Research OfficerHampshire County Council

• Application of BC model at ground level

• Aim to reduce household waste arisings

• Funded by Defra’s WREP

• Partners - Project Integra & Brook Lyndhurst (ChangeLAB)

• Timescale – Oct ’05 – Dec ’07

Key project facts

• Develop action plan

• ‘Moments of Change’ – Utrecht example

• Retirement, new parents, schools, and workplace

• Delivery Organisations

• Initial pilot

• Rollout to remaining pilots

Delivery of project

• Information pack• Activities• Diaries• Feedback newsletters• Support events• Resource Outreach Adviser• Website• Email/phone

Communications

• Lead – Brook Lyndhurst

• Diary info – participation, frequency, changes in behaviour, weight data, feedback

• Quantitative – surveys, waste analysis, participation of events, tonnage data

• Qualitative – focus groups, in-depth interviews, diary feedback

Monitoring & Evaluation

Moments of Change

University of the Third Age (U3A)

122 participants

15 diaries

National Childbirth Trust (NCT) & Andover Family Learning Centre

123 participants

18 diaries

Hampshire County Council

46 participants

14 diaries

6 schools

89 participants

38 diaries

• Information & advice on:- shopping - food preservation- gardening - local suppliers- cooking - food waste digesters

• Trip to organic farm• Green Cone trial• ‘Clean plate’ exercise• Leftovers recipes

Food waste prevention activities

Baseline food waste results

Retired HCC New Parents Schools

Compost all the time 74% 67% 42% 56%

Compost kitchen waste all the time

56% 51% 32% 33%

Strongly agree they are very interested in 2-4-1 offers

28% 26% n/a 35%

Strongly agree they make a list everytime they shop

41% 33% n/a 40%

Baseline food waste results

Retired HCC New Parents Schools

Strongly agree they throw away food at the end of every meal

2% 0% n/a 5%

Strongly agree they often throw away food ‘out of date’

6% 0% n/a 11%

Strongly agree it is difficult to avoid

packaging

85% 61% n/a 12%

• Project final evaluation – identify impacts (Dec ’07)

• Challenge of recognising food waste and how to deal with it

• Explore opportunities to link in with up-coming national campaign

• Focus on waste prevention at source as well as treatment

Moving forward….

Thank you

www3.hants.gov.uk/smallchanges

smallchanges@hants.gov.uk