The growing global demand for increased food production places significant pressure on natural resources, making food waste a pressing environmental challenge (FAO, 2013; Pereponova et al., 2023). Research indicates that the majority of food waste occurs at the household level during the final stages of consumption (Janssen et al., 2017). Consumer habits significantly contribute to this problem, particularly in developed countries where rising incomes and lifestyle changes have led to increased food purchasing and waste (Stuart, 2009).
This study explores the existence of distinct consumer profiles that differ in their approach to food waste. The goal of this segmentation is to uncover the differences among these groups, thereby helping us better understand the root causes of the problem and enabling the design of targeted interventions to change misguided consumer behaviors (Theodoridis et al., 2024; Theodoridis and Zacharatos, 2022).
Data was collected through an online questionnaire active from July 20, 2021, to October 20, 2021. The "snowball" sampling method was used to distribute the questionnaire and gather responses through various communication channels, including the website of the University of Patras and personal social media accounts. The questionnaire, developed after a thorough review of similar studies, consisted of structured closed-ended questions. The final sample included 1,021 consumers from all 13 administrative regions of Greece, ensuring nationwide representation.
To identify different consumer profiles, we employed k-means cluster analysis, which revealed three distinct groups with statistically significant differences: "typical consumers," "indifferent consumers," and "conscious consumers." Further analysis of these profiles provided valuable insights into their behaviors toward food waste, as well as differences based on demographic factors such as age and living environment.
"Typical consumers" are mainly young people under 39 years old, living in urban areas. They show some awareness about food waste, with a slight preference for planning meals ahead of time and using shopping lists. For this group, shopping lists are more popular than meal planning as a strategy to prevent and reduce food waste. They also exhibit a general willingness to reduce waste in their households.
"Indifferent consumers" are younger, between 18 and 29 years old, and mostly live in urban centers. This group typically does not use shopping lists or plan meals for the upcoming days—behaviors associated with higher levels of food waste. Moreover, they do not make conscious efforts to reduce waste in their households.
"Conscious consumers" are generally between 40 and 49 years old, with a significant portion over 50. They mostly live in urban areas, although this group also includes the highest percentage of semi-urban dwellers. They regularly use shopping lists, plan their meals in advance, and actively try to minimize food waste in their households.
Understanding these differences is essential for developing targeted interventions. "Typical consumers" need guidance on effective waste reduction strategies, while "Indifferent consumers," mainly younger individuals, require significant behavioral change efforts. "Conscious consumers" can serve as models for broader campaigns. Tailored approaches addressing the specific needs and habits of each group are crucial for fostering sustainable consumption practices and effectively combating food waste.