D4.2 Social norms-focused communication products

The CHORIZO Project is a Horizon Europe, EU-funded initiative that aims to better understand how social norms—socially enforced rules and expectations—influence behaviours related to food loss and waste (FLW) across the food supply chain. The project employs six real-life case studies with partners across Europe to support three main goals: analysing the impact of previous food loss and waste (FLW) reduction actions, generating new evidence on how social norms influence food waste behaviours, and validating the project's communication and science education tools. The project focuses on four key types of social norms—suboptimal food quality, good provider identity, portion size and food affluence, and socio-economic influences—and distinguishes between injunctive norms (what people think they should do) and descriptive norms (what people actually do), with the goal of improving decision-making and stakeholder engagement to achieve zero food waste. Drawing on insight from the CHORIZO case studies, this deliverable (or CHORIZO Task 4.2) focusing on designing, delivering, and validating sector-specific communication products for consumers, economic actors, and policymakers, tailored to different contexts and gender considerations. The task has developed five distinct communication products, each tailored to a specific sector of the food supply chain and aligned with relevant CHORIZO case studies includes: messages relevant for households, buffet guest in HoReCa, food redistribution organization like food banks, foodservice kitchen or food banks, and retail or food industry. Each product targets specific behavioural change objectives—such as reducing plate waste, encouraging surplus food donations, and clarifying food date labels—to raise awareness and promote food waste reduction. The task, begin with a review of 90 relevant interventions from a pool of 400, focusing on those that incorporate social norms and key elements of behaviour change—motivation, opportunity, and ability (MOA). The design of these products is grounded in the MOA framework, aiming to enhance motivation and address barriers to behaviour change, while drawing on lessons from past initiatives in terms of content, context, channels, and strategy. Additionally, findings from CHORIZO case studies and input from project partners were used to define user groups, target audiences, and communication objectives, ensuring the products are tailored and effective. The development process of the communication products starts with the emphasizing the extraction of sector-specific insights, identification of user and target groups, and definition of communication goals. his process was co-created with case study partners through online meetings, information mapping, workshops, and validation surveys, following an iterative approach. beginning with sector analysis and mapping motivations, opportunities, and barriers to food waste reduction. Communication concepts were then tailored to each target group and designed for delivery by relevant user groups. Messages were crafted to be positively framed, context-sensitive, and aligned with social norms, while avoiding provocative tones that could hinder behaviour change. Visual elements were carefully considered to reinforce the message. The final products were validated with both project partners and target audiences to ensure relevance, clarity, and impact. Key recommendations from the CHORIZO communication product design process emphasize the need to understand sector-specific behaviours and social norms to effectively reduce food waste. Iterative feedback showed that positive messaging, context-specific language, visual elements, and familiar symbols are most effective. Strategically, the products should be adapted to local contexts, delivered through multi-level user engagement, and monitored for long-term impact. Digital formats allow for customization, and local governments are encouraged to use these tools for public engagement, with potential applications through local and community organizations.