Collaborative strategies, actors and institutional work in the zero-waste movement: Insights for food marketing scholarship and social change

Addressing the issue of food wastage within the domain of food marketing, our study offers insights through an ethnographic and netnographic investigation of the zero-waste movement, where reducing food waste is key. We invite a dialogue on the active role that food marketing academics and practitioners can play in driving societal change by contributing insights from the zero-waste movement, capturing the essence of actor collaborations and the breadth of institutional work at various levels.