Accessibility Skip to Global Navigation Skip to Local Navigation Skip to Content Skip to Search Skip to Site Map Menu

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 +64 3 479 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.

^ Top of page

Teaching

Course Co-ordinator

Contributor to

^ Top of page

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

^ Top of page

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

  • Understanding the importance of smart packaging for consumer confidence, food safety and an improved supply chain
  • Challenges and opportunities for the New Zealand food industry associated with the use of recycled non-permanent materials (thermoplastics, paper and board)

Increasing consumption of plant-based foods

  • Consumer attitudes and behaviours towards meat consumption and reduction
  • Consumer perceptions of plant-based and novel/alternative proteins
  • ^ Top of page

Postgraduate supervision (current)

  • PhD, Grace Clare – Upcycling Rescued Food
  • PhD, Jessica O’Connor - Food loss and waste at the production end of the food supply chain in New Zealand. AgResearch Towards a Circular Bioeconomy Scholarship.
  • 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.
  • 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.

^ Top of page

Publications

Yi, Y., Bremer, P., Mather, D., & Mirosa, M. (2021). Factors affecting the diffusion of traceability practices in an imported fresh produce supply chain in China. British Food Journal. Advance online publication. doi: 10.1108/bfj-03-2021-0227

Goodman-Smith, F., Bhatt, S., Moore, R., Mirosa, M., Ye, H., Deutsch, J., & Suri, R. (2021). Retail potential for upcycled foods: Evidence from New Zealand. Sustainability, 13(5), 2624. doi: 10.3390/su13052624

Hutchings, S. C., Guerrero, L., Mirosa, M., Bremer, P., Mather, D., Pavan, E., … Realini, C. E. (2021). The implications of COVID-19 on Chinese consumer preferences for lamb meat. Foods, 10(6), 1324. doi: 10.3390/foods10061324

Lawal, K. G., Kavle, R. R., Akanbi, T. O., Mirosa, M., & Agyei, D. (2021). Enrichment in specific fatty acids profile of Tenebrio molitor and Hermetia illucens larvae through feeding. Future Foods, 3, 100016. doi: 10.1016/j.fufo.2021.100016

Makhal, A., Robertson, K., Thyne, M., & Mirosa, M. (2020). Normalising the "ugly" to reduce food waste: Exploring the socialisations that form appearance preferences for fresh fruits and vegetables. Journal of Consumer Behaviour. Advance online publication. doi: 10.1002/cb.1908

Mirosa, M., Pearson, D., & Reynolds, C. (2020). Food waste in Australia and New Zealand. In C. Reynolds, T. Soma, C. Spring & J. Lazell (Eds.), Routledge handbook of food waste. (pp. 225-236). Abingdon, UK: Routledge. doi: 10.4324/9780429462795

Chapter in Book - Research

Lloyd, K., Mirosa, M., & Birch, J. (2019). Active and intelligent packaging. In L. Melton, F. Shahidi & P. Varelis (Eds.), Encyclopedia of food chemistry (Vol. 3). (pp. 177-182). Amsterdam, the Netherlands: Elsevier. doi: 10.1016/B978-0-08-100596-5.22421-9

Chapter in Book - Research

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

Chapter in Book - Research

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.

Chapter in Book - Research

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.

Chapter in Book - Research

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.

Chapter in Book - Research

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.

Chapter in Book - Research

Mirosa, M. (2014). Sustainable consumption and gender. In P. B. Thompson & D. M. Kaplan (Eds.), Encyclopedia of food and agricultural ethics. (pp. 1688-1693). Dordrecht, the Netherlands: Springer. doi: 10.1007/978-94-007-0929-4_461

Chapter in Book - Research

Goodman-Smith, F., Bhatt, S., Moore, R., Mirosa, M., Ye, H., Deutsch, J., & Suri, R. (2021). Retail potential for upcycled foods: Evidence from New Zealand. Sustainability, 13(5), 2624. doi: 10.3390/su13052624

Journal - Research Article

Hutchings, S. C., Guerrero, L., Mirosa, M., Bremer, P., Mather, D., Pavan, E., … Realini, C. E. (2021). The implications of COVID-19 on Chinese consumer preferences for lamb meat. Foods, 10(6), 1324. doi: 10.3390/foods10061324

Journal - Research Article

Lawal, K. G., Kavle, R. R., Akanbi, T. O., Mirosa, M., & Agyei, D. (2021). Enrichment in specific fatty acids profile of Tenebrio molitor and Hermetia illucens larvae through feeding. Future Foods, 3, 100016. doi: 10.1016/j.fufo.2021.100016

Journal - Research Article

Yi, Y., Bremer, P., Mather, D., & Mirosa, M. (2021). Factors affecting the diffusion of traceability practices in an imported fresh produce supply chain in China. British Food Journal. Advance online publication. doi: 10.1108/bfj-03-2021-0227

Journal - Research Article

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

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, 32(5), 482-502. doi: 10.1080/08974438.2020.1750528

Journal - Research Article

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

Journal - Research Article

Goodman-Smith, F., Mirosa, M., & Skeaff, S. (2020). A mixed-methods study of retail food waste in New Zealand. Food Policy, 92, 101845. doi: 10.1016/j.foodpol.2020.101845

Journal - Research Article

Goodman-Smith, F., Mirosa, R., & Mirosa, M. (2020). Understanding the effect of dining and motivational factors on out-of-home consumer food waste. Sustainability, 12(16), 6507. doi: 10.3390/su12166507

Journal - Research Article

Li, C., Mirosa, M., & Bremer, P. (2020). Review of online food delivery platforms and their impacts on sustainability. Sustainability, 12(14), 5528. doi: 10.3390/su12145528

Journal - Research Article

Li, T., Lloyd, K., Birch, J., Wu, X., Mirosa, M., & Liao, X. (2020). A quantitative survey of customer perceptions of smart food packaging in China. Food Science & Nutrition, 8, 3977-3988. doi: 10.1002/fsn3.1563

Journal - Research Article

Makhal, A., Robertson, K., Thyne, M., & Mirosa, M. (2020). Normalising the "ugly" to reduce food waste: Exploring the socialisations that form appearance preferences for fresh fruits and vegetables. Journal of Consumer Behaviour. Advance online publication. doi: 10.1002/cb.1908

Journal - Research Article

Makhal, A., Thyne, M., Robertson, K., & Mirosa, M. (2020). “I don't like wonky carrots": An exploration of children's perceptions of suboptimal fruits and vegetables. Journal of Retailing & Consumer Services, 54, 101945. doi: 10.1016/j.jretconser.2019.101945

Journal - Research Article

Mirosa, M., Liu, Y., & Bremer, P. (2020). Chinese consumers' perceptions of food safety cues and maximising the effectiveness of food safety communications. British Food Journal. doi: 10.1108/BFJ-09-2019-0694

Journal - Research Article

Mirosa, M., Liu, Y., & Bremer, P. (2020). Determining how Chinese consumers that purchase Western food products prioritize food safety cues: A conjoint study on adult milk powder. Journal of Food Products Marketing, 26(5), 358-371. doi: 10.1080/10454446.2020.1782796

Journal - Research Article

Phan, T., Bremer, P., & Mirosa, M. (2020). Vietnamese consumers' preferences for functional milk powder attribute: A segmentation-based conjoint study with educated consumers. Sustainability, 12(13), 5258. doi: 10.3390/su12135258

Journal - Research Article

Reynolds, D., Mirosa, M., & Campbell, H. (2020). Food and vulnerability in Aotearoa/New Zealand: A review and theoretical reframing of food insecurity, income and neoliberalism. New Zealand Sociology, 35(1), 123-152.

Journal - Research Article

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

Journal - Research Article

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, 25(6), 628-646. doi: 10.1080/10454446.2019.1626316

Journal - Research Article

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

Journal - Research Article

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

Journal - Research Article

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

Journal - Research Article

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

Journal - Research Article

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

Journal - Research Article

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

Journal - Research Article

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

Journal - Research Article

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

Journal - Research Article

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

Journal - Research Article

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

Journal - Research Article

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

Journal - Research Article

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

Journal - Research Article

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

Journal - Research Article

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

Journal - Research Article

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

Journal - Research Article

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

Journal - Research Article

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

Journal - Research Article

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

Journal - Research Article

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

Journal - Research Article

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

Journal - Research Article

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

Journal - Research Article

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

Journal - Research Article

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

Journal - Research Article

More publications...