My style, my food, my waste! Consumer food waste-related lifestyle segments
Publication details
Journal : Journal of Retailing and Consumer Services , vol. 59 , p. 0 , 2021
Publisher : Elsevier
International Standard Numbers
:
Printed
:
0969-6989
Electronic
:
1873-1384
Publication type : Academic article
Links
:
ARKIV
:
hdl.handle.net/11250/2728079
DOI
:
doi.org/10.1016/j.jretconser.2...
Research areas
Consumer insight
Sustainability
If you have questions about the publication, you may contact Nofima’s Chief Librarian.
Kjetil Aune
Chief Librarian
kjetil.aune@nofima.no
Summary
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 general food marketing actions targeted to these different consumer lifestyles.
