Green marketing in supermarkets: Conventional and digitized marketing alternatives to reduce waste

Abstract This article identifies and analyses green marketing actions towards reducing food waste of short shelf life (SSL) products in retailers to propose mitigations alternatives. The article is based on a multiple case study with selected supermarkets that carry out actions that emphasize the reduction of food waste. The findings identified that both conventional or digitized green marketing actions should be implemented in the following sequence: product, place, price, and promotion. First, products must be divided into items based on retailers’ brand and suppliers’ brand. Such division aims to avoid future problems with the items that bear the supermarket's brand. This division also helps to define the places, prices, and promotions of products with SSL items. Besides, the pricing of items with SSL needs to be dynamic. Careful attention paid to where offers are placed inside stores also contributes to leverage sales, and, as a result, reduce food waste.