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Targeting Youths’ Intentions to Avoid Food Waste: Segmenting for Better Policymaking

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  • Ewelina M. Marek-Andrzejewska

    (Department of Economics and Economic Policy in Agribusiness, Faculty of Economics, Poznań University of Life Sciences, 60-624 Poznań, Poland)

  • Anna Wielicka-Regulska

    (Department of Economics and Economic Policy in Agribusiness, Faculty of Economics, Poznań University of Life Sciences, 60-624 Poznań, Poland)

Abstract

Food waste is a global challenge that raises many questions about the reasons and prevalence of this phenomenon in all sectors of the economy. The youth is regarded as a consumer group, which is the most prone to food waste. This paper aims to understand their food waste intentions to support tailored policies for policymakers, retailers, and other market actors. We applied the extended Theory of Planned Behavior (TPB) to find the relevant variables that affect the youth’s intention not to waste food. Besides creating a general model, we divided the sample into segments differing in respondents’ intentions to avoid food waste and specific socioeconomic characteristics. The data confirm significant differences between young women and men from urban and rural areas. Each of the segments was characterized by specific latent variables, influencing the intentions to avoid food waste. This segmentation allowed for developing policy recommendations that were tailored to each segment. It is a unique approach to differentiate the youth to unveil their specific food-waste intentions. Based on the above, we conclude that segmenting is a useful approach to the general TPB model, allowing for interesting insights. A fine segmentation is also a milestone to develop tailored policies, interventions, and communication on food waste reduction in rural and urban areas.

Suggested Citation

  • Ewelina M. Marek-Andrzejewska & Anna Wielicka-Regulska, 2021. "Targeting Youths’ Intentions to Avoid Food Waste: Segmenting for Better Policymaking," Agriculture, MDPI, vol. 11(4), pages 1-22, March.
    • Handle: RePEc:gam:jagris:v:11:y:2021:i:4:p:284-:d:524122
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    5. Tai-Hsiang Chen & Lan-Lung (Luke) Chiang & Chen-Chung Ma & Chiu-Hua Chang, 2021. "Impact of a Banning Indoor Dining Policy on Restaurant Avoidance Behavior during the COVID-19 Outbreak," IJERPH, MDPI, vol. 18(14), pages 1-13, July.
    6. Michał Gazdecki & Elżbieta Goryńska-Goldmann & Marietta Kiss & Zoltán Szakály, 2021. "Segmentation of Food Consumers Based on Their Sustainable Attitude," Energies, MDPI, vol. 14(11), pages 1-28, May.
    7. Victoria Norton & Stella Lignou & Omobolanle O. Oloyede & Geraldine Vásquez & Paulina Anguiano Arreola & Niki Alexi, 2024. "Exploring Food Waste from a Segmentation and Intervention Perspective—What Design Cues Matter? A Narrative Review," Sustainability, MDPI, vol. 16(16), pages 1-13, August.
    8. Elżbieta Goryńska-Goldmann & Michał Gazdecki & Krystyna Rejman & Sylwia Łaba & Joanna Kobus-Cisowska & Krystian Szczepański, 2021. "Magnitude, Causes and Scope for Reducing Food Losses in the Baking and Confectionery Industry—A Multi-Method Approach," Agriculture, MDPI, vol. 11(10), pages 1-20, September.
    9. Saman Attiq & Ka Yin Chau & Shahid Bashir & Muhammad Danish Habib & Rauf I. Azam & Wing-Keung Wong, 2021. "Sustainability of Household Food Waste Reduction: A Fresh Insight on Youth’s Emotional and Cognitive Behaviors," IJERPH, MDPI, vol. 18(13), pages 1-23, June.
    10. Joanna Smoluk-Sikorska & Mariusz Malinowski, 2021. "An Attempt to Apply Canonical Analysis to Investigate the Dependencies between the Level of Organic Farming Development in Poland and the Chosen Environmental Determinants," Energies, MDPI, vol. 14(24), pages 1-26, December.
    11. Agnieszka Dudziak & Monika Stoma & Arkadiusz J. Derkacz, 2022. "Circular Economy in the Context of Food Losses and Waste," Sustainability, MDPI, vol. 14(16), pages 1-21, August.

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