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A Qualitative Study on the Consumer Behaviour Related to Food Waste: Romanian Perspectives through Word Cloud and Sentiment Analysis

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  • Maria-Georgeta Moldovan

    (Department of Animal Production and Food Safety, University of Agricultural Sciences and Veterinary Medicine of Cluj-Napoca, 400372 Cluj-Napoca, Romania)

  • Dan-Cristian Dabija

    (Department of Marketing, Babes-Bolyai University, 400591 Cluj-Napoca, Romania)

  • Liana Stanca

    (Department of Business Informatics, Faculty of Economics and Business Administration, Babes-Bolyai University, 400591 Cluj-Napoca, Romania)

  • Cristina Bianca Pocol

    (Department of Animal Production and Food Safety, University of Agricultural Sciences and Veterinary Medicine of Cluj-Napoca, 400372 Cluj-Napoca, Romania)

Abstract

In emerging countries like Romania, research on food loss and waste remains relatively scarce. This is mainly because the phenomenon, along with its repercussions and ramifications, is inadequately understood by all stakeholders within the agri-food chain. Consumer behaviour, with a specific focus on sustainability and waste reduction, has undergone a noticeable transformation on a global scale. Researchers have been emphasising the imperative for effective awareness and education strategies in this respect. Diverse studies contribute valuable insights into household food behaviour, identifying possible drivers and suggesting counteractive techniques. This study poses inquiries about consumer feelings regarding the food waste phenomenon and perceptions of the Romanian agri-food chain, as well as the influence of education on their awareness and adoption of sustainable eating habits. The paper delineates the semi-structured interview-based methodology, shows results through word-cloud and sentiment analysis, and engages in discussions on consumer behaviour through four distinct clusters, concluding with limitations, managerial implications and outlining future research directions. The findings underscore the relevance of emotions and sentiments in understanding consumer behaviour, shedding light on the nuanced factors influencing food waste. Notably, the accuracy of interpretation is higher when drawn from interviews rather than online comments or reviews made by unknown individuals. This distinction increases the credibility of the insights gained from the qualitative study. By analysing consumer sentiments, the study aids in implementing strategies to improve customer satisfaction and reduce food waste, fostering a more sustainable and consumer-centric approach in the agri-food sector worldwide.

Suggested Citation

  • Maria-Georgeta Moldovan & Dan-Cristian Dabija & Liana Stanca & Cristina Bianca Pocol, 2024. "A Qualitative Study on the Consumer Behaviour Related to Food Waste: Romanian Perspectives through Word Cloud and Sentiment Analysis," Sustainability, MDPI, vol. 16(10), pages 1-26, May.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:10:p:4193-:d:1396075
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    References listed on IDEAS

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    1. C. William Young & Sally V. Russell & Cheryl A. Robinson & Phani Kumar Chintakayala, 2018. "Sustainable Retailing – Influencing Consumer Behaviour on Food Waste," Business Strategy and the Environment, Wiley Blackwell, vol. 27(1), pages 1-15, January.
    2. Eva L. Jenkins & Dickson Lukose & Linda Brennan & Annika Molenaar & Tracy A. McCaffrey, 2023. "Exploring Food Waste Conversations on Social Media: A Sentiment, Emotion, and Topic Analysis of Twitter Data," Sustainability, MDPI, vol. 15(18), pages 1-26, September.
    3. Valérie Hémar-Nicolas & Liselotte Hedegaard, 2023. "Food sufficiency, an approach rooted in the ethics of Epicurus: Analysis framework and research agenda [La sobriété alimentaire, une démarche ancrée dans l’éthique d’Epicure : Cadre d’analyse et ag," Post-Print hal-04154371, HAL.
    4. Russell, Sally V. & Young, C. William & Unsworth, Kerrie L. & Robinson, Cheryl, 2017. "Bringing habits and emotions into food waste behaviour," Resources, Conservation & Recycling, Elsevier, vol. 125(C), pages 107-114.
    5. Yang Yu & Edward C. Jaenicke, 2020. "Estimating Food Waste as Household Production Inefficiency," American Journal of Agricultural Economics, John Wiley & Sons, vol. 102(2), pages 525-547, March.
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