Current society is a consumerist society (Rojek, 2004). Here people partially define their goals in life by the products that they buy and consume. This literally applies to the case of food products. Where other products find some use with time, food products are perishable and this leads to accumulation of wastage in food.
The wastage of food is a growing problem in the United Kingdom. WRAP estimates suggest that the wastage of food is almost a third of the food that purchasers buy. At least half of the food is that which could have been consumed if there had been efficient food management practices. Research shows that the households in the United Kingdom waste as much as 4.2 million tonnes of food and drink which is estimated at a value of £12.5 billion (WRAP, 2013).
The perishable nature of the food leads to wastage as there is a surplus of acquisition which does not match up to consumption. Here the food that is wasted are mostly vegetables, salads, and others that are priced very low (Allen, 2014). Food that is priced higher does not get wasted as much. The reasons that this wastage of food occurs is manifold. The primary of them is that food gets wasted because they are available cheaper, they are also accessible in an easier manner than before and more often the purchaser notices that there is very little storage space after buying it. An economic motivation to conserve food seems to be missing in this age of surplus (Smithers, 2013). The reasoning behind why this economic motivation is missed and if there is a relationship that can be traced between the competitive pricing of food by supermarkets and the value perception of the food by consumers forms the background for this research