GB-Banbury: CFP601-001 Consumer Segmentation

As part of its mission to accelerate the move to a sustainable resource-efficient economy, WRAP currently runs consumer campaign on food waste prevention, Love Food Hate Waste (LFHW; www.lovefoodhatewaste.com). WRAP wishes to commission a contractor to devise a consumer segmentation, and associated personae, to inform and drive campaigns for LFHW. This will involve, in phase 1, reviewing the evidence and insights already held for LFHW, in order to establish, with clear recommendations: •what the evidence tells us about the values, attitudes, motivations, knowledge, demographics and other characteristics that drive consumer behaviour, and how that behaviour could be influenced by social mark…

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