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Associate Professor Miranda Mirosa

Miranda Mirosa sitting on landfill imageAssociate Professor

Kaiāwhina


Ph.D. (Otago), BCom Hons (Otago), BA (Otago), Certificate in International Business (Otaru, Japan)


Contact

Tel 479 7953 Ext 7953
Email miranda.mirosa@otago.ac.nz
Location Gregory 306

About

Miranda is responsible for Coordinating the Consumer Food Science programme and is the Fourth-Year Coordinator for the Department of Food Science. Miranda is unquestionably passionate in her determination to use her role as a teacher to infect her students with the same passion to learn, and to make a difference in the world. She is the Lead of the University of Otago’s work on the Global Citizenship Programme, an initiative to improve the Matariki Universities’ capacity to be leading institutions in understanding citizenship and community engagement.
Global Citizenship Programme (Matariki website)

Miranda is a Consumer Food Scientist with a background in agri-food marketing and consumer behaviour. She leads a Sustainable Food Systems Behavioural Research Group whose mission is catalysing change for a more sustainable food future. She conducts fundamental and translational behavioural research focused on improving people and planetary health. Miranda’s research is providing a credible evidence base for decision-makers in NZ’s food industry, the waste sector, the government and civil society organisations.

Miranda is the Director of the University of Otago Food Waste Innovation Research Theme which measures food waste, develops reduction strategies, applies innovative technology, and works to modify producer and consumer behaviour. As NZ’s leading provider of food waste-related research, this group of interdisciplinary researchers harnesses the best scientific expertise at the University and nationwide in order to provide effective solutions to food waste problems.

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Teaching

Course Co-ordinator

Contributor to

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Research

Research interests

Miranda’s behavioural research engages knowledge from fields such as marketing and psychology. She utilises a range of quantitative and qualitative methods such as: surveys and questionnaires, panels, systematic reviews, behaviour change experiments (in-field and lab based), projective techniques, observations, interviews, focus groups, ethnographic research, and Q methodology. Miranda specialises in conducting behavioural research in the Asia-Pacific region. She is an Honorary Professor at the International Business School Suzhou,Xi’an Jiaotong-Liverpool University, China. Her strong network of Asia-Pacific based research affiliates means that she is able to conduct in-market behavioural research in the national language.

Miranda’s projects, which provide insights and interventions for improved food system sustainability, embody many types of engagement outside of academia. In recognition of her proactive engagement with key external bodies, Miranda was the 2018 winner of the ‘Outstanding Community Engagement Award’, Division of Sciences, University of Otago. Miranda welcomes commercial research proposals and partnerships. She can help your organisation collect and apply insights from behavioural sciences to tackle a wide range of food systems challenges.

Miranda can help you with:

  • Trend-spotting
  • Deep-dives and report writing
  • Collecting insights to understand peoples’ behaviours
  • Creating evidence-based solutions to change peoples’ behaviours (i.e. identify the barriers to achieving a desired activity, design a behavior change intervention or strategy to overcome the barriers, pilot the interventions/strategies before broad implementation)
  • Strategic advising on food system sustainability issues
  • Keynote talks, workshops and facilitation

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Research projects and activities

Miranda’s research falls into the following four key food sustainability areas:

Reducing food waste

Ensuring food safety and security

Improving food packaging

  • Investigating smart packaging to reduce waste.  2018-21. MBIE NZ China Strategic Catalyst Fund, $345,000 (NZ group). Mirosa, M., Bremer, P., Oey, I. J. (UoO), Billington, C., (ESR), Liao, X. and Wu, X (China Agricultural University).
    Principal Outcome: This research involves the development of innovative approaches to reduce food spoilage by the use of active packaging as well as the use of qualitative (surveys) and quantitative (focus groups) research methodologies in NZ and China to understand consumers perceptions of these packaging options.
    Principal End User: NZ and Chinese food companies.

Increasing consumption of plant-based foods and novel proteins

  • Consumer attitudes and behaviours towards meat consumption and reduction
  • Consumer perceptions of alternative proteins
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Postgraduate Supervision

  • PhD, Ruijun Li (Charlene) – Food delivery apps and resulting food and plastic waste. M Mirosa, P Bremer. University of Otago Science Division Strategic Scholarship.
  • PhD, Erin Young – Understanding the importance of smart packaging for consumer confidence, food safety and an improved supply chain. M Mirosa, P Bremer, I Oey. New Zealand Food Safety Science Research Centre Scholarship.
  • PhD, Siqiao (Amy) Luan – New Zealand Multinationals in the Food Processing Industry in China: Cross-cultural adjustment of international assignees. S Biggeman, M Mirosa, Tong Garry. University of Otago Commerce Division Strategic Scholarship.
  • MSc, Margaret Thorsen – Food waste for New Zealand fruit and vegetable growers. S Skeaff, M Mirosa. 
  • MSc, Ke Wang – Understanding Consumer’s Perceptions of Novel Food Processing Techniques to control Listeria. P Bremer, M Mirosa.
  • MA, Trixie Croad – Commercial food waste at the production end of the food supply chain, H Campbell, M Mirosa. University of Otago Master's Scholarship.

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Publications

Cong, L., Mirosa, M., Kaye-Blake, W., & Bremer, P. (2020). Ideal attributes of functional foods helping the immune system recover from the impact of air pollution: A consumer-led product design. Journal of International Food & Agribusiness Marketing. Advance online publication. doi: 10.1080/08974438.2020.1750528

Goodman-Smith, F., Mirosa, M., & Skeaff, S. (2020). A mixed-methods study of retail food waste in New Zealand. Food Policy. Advance online publication. doi: 10.1016/j.foodpol.2020.101845

Cong, L., Bremer, P., Kaye-Blake, W., & Mirosa, M. (2020). Chinese consumers’ perceptions of immune health and immune-boosting remedies including functional foods. Journal of Food Products Marketing, 26(1), 55-78. doi: 10.1080/10454446.2020.1720885

Cong, L., Mirosa, M., Kaye-Blake, W., & Bremer, P. (2020). Immune-boosting functional foods: A potential remedy for Chinese consumers living under polluted air. Business & Management Studies, 6(1), 12-27. doi: 10.11114/bms.v6i1.4624

Cong, L., Bremer, P., & Mirosa, M. (2020). Functional beverages in selected countries of Asia Pacific region: A review. Beverages, 6(2), 21. doi: 10.3390/beverages6020021

Chapter in Book - Research

Lloyd, K., Mirosa, M., & Birch, J. (2018). Active and intelligent packaging. In G. W. Smithers (Ed.), Reference module in food science. Elsevier. doi: 10.1016/B978-0-08-100596-5.22421-9

Reynolds, D., & Mirosa, M. (2018). Want amidst plenty: Food insecurity in rich liberal democracies. In G. W. Muschert, K. M. Budd, M. Christian, B. V. Klocke, J. Shefner & R. Perrucci (Eds.), Global agenda for social justice: Volume one. (pp. 131-142). Bristol, UK: Bristol University Press.

Clarkson, C., Birch, J., & Mirosa, M. (2018). Locusts as a source of lipids and proteins and consumer acceptance. In G. Smithers (Ed.), Reference module in food science. Elsevier. doi: 10.1016/B978-0-08-100596-5.22420-7

Stein, K., Mirosa, M., Carter, L., & Johnson, M. (2017). Case studies of food sovereignty initiatives among the Māori of Aotearoa (New Zealand). In M. C. Rawlinson & C. Ward (Eds.), The Routledge handbook of food ethics. (pp. 366-376). Abingdon, UK: Routledge.

Mirosa, M., Pearson, D., & Pearson, R. (2017). Ethics of food waste. In M. C. Rawlinson & C. Ward (Eds.), The Routledge handbook of food ethics. (pp. 400-408). Abingdon, UK: Routledge.

Mirosa, M., & Reynolds, D. (2017). Responsibility for hunger in liberal democracies. In M. C. Rawlinson & C. Ward (Eds.), The Routledge handbook of food ethics. (pp. 388-399). Abingdon, UK: Routledge.

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Journal - Research Article

Cong, L., Mirosa, M., Kaye-Blake, W., & Bremer, P. (2020). Ideal attributes of functional foods helping the immune system recover from the impact of air pollution: A consumer-led product design. Journal of International Food & Agribusiness Marketing. Advance online publication. doi: 10.1080/08974438.2020.1750528

Cong, L., Mirosa, M., Kaye-Blake, W., & Bremer, P. (2020). Immune-boosting functional foods: A potential remedy for Chinese consumers living under polluted air. Business & Management Studies, 6(1), 12-27. doi: 10.11114/bms.v6i1.4624

Cong, L., Bremer, P., Kaye-Blake, W., & Mirosa, M. (2020). Chinese consumers’ perceptions of immune health and immune-boosting remedies including functional foods. Journal of Food Products Marketing, 26(1), 55-78. doi: 10.1080/10454446.2020.1720885

Goodman-Smith, F., Mirosa, M., & Skeaff, S. (2020). A mixed-methods study of retail food waste in New Zealand. Food Policy. Advance online publication. doi: 10.1016/j.foodpol.2020.101845

Makhal, A., Thyne, M., Robertson, K., & Mirosa, M. (2019). “I don't like wonky carrots": An exploration of children's perceptions of suboptimal fruits and vegetables. Journal of Retailing & Consumer Services. Advance online publication. doi: 10.1016/j.jretconser.2019.101945

Cong, L., Bremer, P., & Mirosa, M. (2019). Chinese consumers’ perceptions of functional foods: A netnography study of foods that help the immune system recover from air pollution. Journal of Food Products Marketing. Advance online publication. doi: 10.1080/10454446.2019.1626316

Strack, M., Shephard, K., Jowett, T., Mogford, S., Skeaff, S., & Mirosa, M. (2019). Monitoring surveying students' environmental attitudes as they experience higher education in New Zealand. Survey Review, 51(366), 257-264. doi: 10.1080/00396265.2017.1399526

Mohamad, H., Mirosa, M., Bremer, P., & Oey, I. (2019). A qualitative study of Malaysian parents’ purchase intention of functional weaning foods using the theory of planned behavior. Journal of Food Products Marketing, 25(2), 187-206. doi: 10.1080/10454446.2018.1512919

Cahayadi, J., Geng, X., Mirosa, M., & Peng, M. (2019). Expectancy versus experience: Comparing Portion-Size-Effect during pre-meal planning and actual intake. Appetite, 135, 108-114. doi: 10.1016/j.appet.2019.01.012

Verstappen, J., Mirosa, M., & Thomson, C. (2018). Using the systems-practice framework to understand food allergen management practices at college catering operations: A qualitative study. Journal of the Academy of Nutrition & Dietetics, 118(3), 421-430. doi: 10.1016/j.jand.2017.05.017

Clarkson, C., Mirosa, M., & Birch, J. (2018). Potential of extracted Locusta migratoria protein fractions as value-added ingredients. Insects, 9(1), 20. doi: 10.3390/insects9010020

Lentz, G., Connelly, S., Mirosa, M., & Jowett, T. (2018). Gauging attitudes and behaviours: Meat consumption and potential reduction. Appetite, 127, 230-241. doi: 10.1016/j.appet.2018.04.015

Andrews, L., Kerr, G., Pearson, D., & Mirosa, M. (2018). The attributes of leftovers and higher-order personal values. British Food Journal, 120(9), 1965-1979. doi: 10.1108/bfj-08-2017-0442

Mirosa, M., Yip, R., & Lentz, G. (2018). Content analysis of the ‘Clean Your Plate Campaign’ on Sina Weibo. Journal of Food Products Marketing, 24(5), 539-562. doi: 10.1080/10454446.2018.1472696

Clarkson, C., Mirosa, M., & Birch, J. (2018). Consumer acceptance of insects and ideal product attributes. British Food Journal, 120(12), 2898-2911. doi: 10.1108/bfj-11-2017-0645

Mirosa, M., & Mangan-Walker, E. (2018). Young Chinese and functional foods for mobility health: Perceptions of importance, trust, and willingness to purchase and pay a premium. Journal of Food Products Marketing, 24(2), 216-234. doi: 10.1080/10454446.2017.1266555

Mohamad, H., Mirosa, M., Bremer, P., & Oey, I. (2018). Parental attitudes toward weaning practices and weaning foods for health in Malaysia. British Food Journal, 120(10), 2466-2482. doi: 10.1108/BFJ-01-2018-0031

Mirosa, M., Liu, Y., & Mirosa, R. (2018). Consumers’ behaviors and attitudes toward doggy bags: Identifying barriers and benefits to promoting behavior change. Journal of Food Products Marketing, 24(5), 563-590. doi: 10.1080/10454446.2018.1472699

Stein, K., Mirosa, M., & Carter, L. (2018). Māori women leading local sustainable food systems. AlterNative, 14(2), 147-155. doi: 10.1177/1177180117753168

Conner, T. S., Mirosa, M., Bremer, P., & Peniamina, R. (2018). The role of personality in daily food allergy experiences. Frontiers in Psychology, 9, 29. doi: 10.3389/fpsyg.2018.00029

Stein, K., Mirosa, M., & Carter, L. (2017). It’s not just about the destination, but also the journey: Reflections on research with Indigenous women food growers. Journal of Agriculture, Food Systems, and Community Development, 7(3), 105-122. doi: 10.5304/jafscd.2017.073.003

Shephard, K., Bourk, M., Mirosa, M., & Dulgar, P. (2017). What global perspective does our university foster in our students? Environmental Education Research, 23(3), 398-414. doi: 10.1080/13504622.2015.1126806

Lee, P. Y., Kebede, B. T., Lusk, K., Mirosa, M., & Oey, I. (2017). Investigating consumers' perception of apple juice as affected by novel and conventional processing technologies. International Journal of Food Science & Technology, 52(12), 2564-2571. doi: 10.1111/ijfs.13542

Slobbé, C., Mirosa, M., & Thomson, C. (2017). University foodservices’ potential for providing environmental education to students. Nutrition & Dietetics, 74(2), 191-199. doi: 10.1111/1747-0080.12334

Shephard, K., Brown, K., Connelly, S., Hall, M., Harraway, J., Martin, J., Mirosa, M., Payne-Harker, H., Payne-Harker, N., Rock, J., … Stoddard, I. (2017). Empowering students in higher-education to teach and learn. New Zealand Journal of Educational Studies, 52(1), 41-55. doi: 10.1007/s40841-016-0072-x

Pearson, D., Mirosa, M., Andrews, L., & Kerr, G. (2017). Reframing communications that encourage individuals to reduce food waste. Communication Research & Practice, 3(2), 137-154. doi: 10.1080/22041451.2016.1209274

Greer, J., Mirosa, M., & Spence, H. (2016). Understanding stakeholder viewpoints for foodservice localization: The potential of the leadership viewpoint. Journal of Foodservice Management & Education, 10(1), 8-15. Retrieved from http://fsmec.org/journal

Zhang, T., Lusk, K., Mirosa, M., & Oey, I. (2016). Understanding young immigrant Chinese consumers’ freshness perceptions of orange juices: A study based on concept evaluation. Food Quality & Preference, 48, 156-165. doi: 10.1016/j.foodqual.2015.09.006

Lee, P. Y., Lusk, K., Mirosa, M., & Oey, I. (2016). Effect of information on Chinese consumers’ acceptance of thermal and non-thermal treated apple juices: A study of young Chinese immigrants in New Zealand. Food Quality & Preference, 48, 118-129. doi: 10.1016/j.foodqual.2015.09.002

Mirosa, M., & Tang, S. (2016). An exploratory qualitative exploration of the personal values underpinning Taiwanese and Malaysians’ wine consumption behaviors. Beverages, 2(1), 2. doi: 10.3390/beverages2010002

Mirosa, M., Munro, H., Mangan-Walker, E., & Pearson, D. (2016). Reducing waste of food left on plates: Interventions based on means-end chain analysis of customers in foodservice sector. British Food Journal, 118(9), 2326-2343. doi: 10.1108/BFJ-12-2015-0460

Peniamina, R. L., Mirosa, M., Bremer, P., & Conner, T. S. (2016). The stress of food allergy issues in daily life. Psychology & Health, 31(6), 750-767. doi: 10.1080/08870446.2016.1143945

Reynolds, C. J., Mirosa, M., & Clothier, B. (2016). New Zealand’s food waste: Estimating the tonnes, value, calories and resources wasted. Agriculture, 6(1), 9. doi: 10.3390/agriculture6010009

Mirosa, M., Mainvil, L., Horne, H., & Mangan-Walker, E. (2016). The social value of rescuing food, nourishing communities. British Food Journal, 118(12), 3044-3058. doi: 10.1108/BFJ-04-2016-0149

Mirosa, M., Loh, J., & Spence, H. (2016). The possibilities of reducing food choice to improve the performance of college foodservices. Journal of the Academy of Nutrition & Dietetics, 116(7), 1163-1171. doi: 10.1016/j.jand.2015.12.019

Lee, P. Y., Lusk, K., Mirosa, M., & Oey, I. (2015). An attribute prioritization-based segmentation of the Chinese consumer market for fruit juice. Food Quality & Preference, 46, 1-8. doi: 10.1016/j.foodqual.2015.06.016

Shephard, K., Harraway, J., Lovelock, B., Mirosa, M., Skeaff, S., Slooten, L., Strack, M., Furnari, M., Jowett, T., & Deaker, L. (2015). Seeking learning outcomes appropriate for 'education for sustainable development' and for higher education. Assessment & Evaluation in Higher Education, 40(6), 855-866. doi: 10.1080/02602938.2015.1009871

Lee, P. Y., Lusk, K., Mirosa, M., & Oey, I. (2015). Effect of information on Chinese consumers’ perceptions and purchase intention for beverages processed by High Pressure Processing, Pulsed-Electric Field and Heat Treatment. Food Quality & Preference, 40(Part A), 16-23. doi: 10.1016/j.foodqual.2014.08.006

Goonan, S., Mirosa, M., & Spence, H. (2015). Systems-practice framework: An integrated approach for foodservice management. Nutrition & Dietetics, 72(1), 81-90. doi: 10.1111/1747-0080.12114

Anderson, K., & Mirosa, M. (2014). Revealing barriers to healthier fast food consumption choices. British Food Journal, 116(5), 821-831. doi: 10.1108/BFJ-11-2012-0269

Peniamina, R. L., Bremer, P., Conner, T. S., & Mirosa, M. (2014). Understanding the needs of food-allergic adults. Qualitative Health Research, 24(7), 933-945. doi: 10.1177/1049732314539733

Morrissey, J. E., Mirosa, M., & Abbott, M. (2014). Identifying transition capacity for agri-food regimes: Application of the multi-level perspective for strategic mapping. Journal of Environmental Policy & Planning, 16(2), 281-301. doi: 10.1080/1523908X.2013.845521

Lee, P. Y., Lusk, K., Mirosa, M., & Oey, I. (2014). The role of personal values in Chinese consumers’ food consumption decisions: A case study of healthy drinks. Appetite, 73, 95-104. doi: 10.1016/j.appet.2013.11.001

Goonan, S., Mirosa, M., & Spence, H. (2014). Getting a taste for food waste: A mixed methods ethnographic study into hospital food waste before patient consumption conducted at three New Zealand foodservice facilities. Journal of the Academy of Nutrition & Dietetics, 114(1), 63-71. doi: 10.1016/j.jand.2013.09.022

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