Waste Disposal of Fresh Fruits and Vegetables : A Study of Consumers’ Awareness Levels in the United Arab Emirates (The UAE)

Purpose – The purpose of this paper is to evaluate consumers' latent need to serve society by participating in “Go Green Revolution” and the contribution to proper disposal of waste and packaging of fruits and vegetables by the consumer and retailer.Design/Methodology/Approach – The United Arab Emirates (UAE's) regular customers comprise an expatriate population of 200 nationalities. Primary research attempted to maintain a ratio of this diversity.Findings – There is low awareness of effects of disposal of fruits and vegetables and an urgent need for intervention by stakeholders.Research Limitations/Implications – This research attempts to provide avenues for further scientific and academic research. Better methods of disposing and faster turnaround from waste to compost should be pursued scientifically. Academic research venues are available for researchers to study methodologies which can be used to educate people. Corporate, institutional and government awareness campaigns specific to disposal of fruits and vegetables should be researched further.Practical Implications – The paper attempts to analyse the levels of awareness of the general population with respect to disposal of fruits and vegetables. The landfills can be saved from the stench which usually encompasses the area, if fruits and vegetables can be disposed properly. The creation of compost at micro levels can help create a greener earth.Originality/Value – The research paper focuses on awareness of disposal of fruits and vegetables and its packaging, which is new in the context of the UAE