My style,my food,my waste! Consumer food waste-related lifestyle segments |
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| Institution: | 1. Department of Oncology and Metabolism, Human Nutrition Unit, The University of Sheffield Medical School, Beech Hill Road, Sheffield S10 2RX, UK;2. Corporate Information and Computing Service, 10-12 Brunswick Street, The University of Sheffield, Sheffield S10 2FN, UK;1. MAPP Centre, Aarhus University, Fuglesangs Allé 4, 8210 Aarhus V, Denmark;2. Department of Marketing and Consumer Behaviour, Wageningen University, P.O. Box 8130, 6700 EW Wageningen, The Netherlands;3. SP Technical Research Institute of Sweden, Food and Bioscience, Box 5401, SE-402 29 Gothenburg, Sweden;4. Chair of Food Engineering, Technische Universität Dresden, 01062 Dresden, Germany;5. Nofima AS, Postboks 210, NO-1431 Ås, Norway;6. Faculty of Chemistry, Biotechnology and Food Science, Norwegian University of Life Sciences, P.O. Box 5003, 1432 Ås, Norway;1. MAPP Centre - Research on Value Creation in the Food Sector, Aarhus University, Bartholins Allé 10, 8000 Aarhus, Denmark;2. Aarhus University, 8000 Aarhus, Denmark |
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| Abstract: | Adapting responsible food marketing practices to different customer types can make a valuable contribution to reducing food waste. The current study investigated the relation between food (waste)-related lifestyle patterns and self-reported food waste, choices for suboptimal food, and food waste awareness using a survey with 4214 consumers across five Northern and Western European countries. Results show differences in food wastage, suboptimal choices, and awareness for five clusters of consumers identified on the basis of food (waste)-related lifestyle patterns. Findings of commonalities allow deriving food marketing actions targeted to these different consumer lifestyles. |
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| Keywords: | Food waste Food-related lifestyle Consumer behaviour segmentation |
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