From Plate to Bin: Consumer Segments and Food Waste in Greece

Theofanis Zacharatos () and Prokopis Theodoridis
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Theofanis Zacharatos: Department of Food Science and Technology, University of Patras, Greece, 2 Seferi Str., GR 30100 Agrinio, Greece
Prokopis Theodoridis: School of Social Sciences, Hellenic Open University, 18 Aristotelous Str., GR 26335 Patras, Greece

Waste, 2024, vol. 3, issue 1, 1-17

Abstract: This study investigates key demographic and behavioural factors influencing food waste behaviours among Greek consumers, offering insights into effective waste reduction strategies. Using k-means clustering, Greek consumers were segmented into three groups based on data from a structured online survey: ‘Moderate Consumers’, who demonstrate moderate awareness of food waste but lack consistent practices; ‘Indifferent Consumers’, primarily younger urban residents, with limited concern and significant contributions to waste; and ‘Conscious Consumers’, generally older individuals with structured habits that actively minimise waste. The findings reveal distinct engagement levels across these groups, highlighting the importance of tailored interventions. Conscious Consumers can serve as community advocates for sustainable practices, while Indifferent Consumers require targeted awareness campaigns to foster engagement. Moderate Consumers, with their sporadic efforts, could benefit from practical tools such as meal-planning apps. By exploring these unique consumer profiles, this research provides a culturally contextualised understanding of food waste attitudes in Greece and lays the groundwork for designing targeted strategies to encourage sustainable consumption.

Keywords: consumer behaviour; food waste reduction; Greek consumers; cluster analysis; socio-demographic factors; sustainability (search for similar items in EconPapers)
JEL-codes: Q1 Q16 Q18 Q2 Q20 Q23 Q24 Q25 Q28 Q3 Q31 Q38 Q5 (search for similar items in EconPapers)
Date: 2024
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