Food Waste Behavior among Romanian Consumers: A Cluster Analysis

Cristina Bianca Pocol, Margaux Pinoteau, Antonio Amuza, Adriana Burlea-Schiopoiu and Alexandra-Ioana Glogovețan
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Cristina Bianca Pocol: Department of Animal Production and Food Safety, University of Agricultural Sciences and Veterinary Medicine of Cluj Napoca, 400372 Cluj Napoca, Romania
Margaux Pinoteau: Frate Formation Conseil, 90000 Belfort, France
Antonio Amuza: Department of Sociology and Social Work, University of Bucharest, 030018 Bucharest, Romania
Adriana Burlea-Schiopoiu: Department of Management, Marketing, Business Administration, University of Craiova, 200585 Craiova, Romania
Alexandra-Ioana Glogovețan: Department of Animal Production and Food Safety, University of Agricultural Sciences and Veterinary Medicine of Cluj Napoca, 400372 Cluj Napoca, Romania

Sustainability, 2020, vol. 12, issue 22, 1-17

Abstract: The main objective of the current study was to conduct an investigation at the national level in order to identify types of consumers depending on their perception of food waste. To do this, an online survey was carried out on a sample of 2541 respondents. Using a K-means clustering model, three clusters of consumers were identified. Cluster 1, “Careless”, consumers who dispose of food and food waste carelessly, are people who come from rural areas or small cities and have a rather low level of education. They do not have much information on the subject of food waste and do not seem to consider it “a problem”. Cluster 2, “Precautious”, composed of responsible people who do not throw away food, are well-informed and consider that all actors in the agri-food chain have a share in the food waste problem. Those who belong to cluster 3, “Ignorant”, are mostly from urban areas and have a high level of education. They were not raised to prevent food waste and therefore lack such habits as adults. They have a fair awareness of this subject, but they do not consider themselves responsible for food waste. The results obtained indicate the need to continue the awareness and education campaigns initiated at governmental and civil society level.

Keywords: clusters; consumers; food waste; habits; education; Romania (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (17)

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