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Guidelines für erfolgreiches Marketing von digitalen Lösungen gegen Lebensmittelverschwendung zur Ansprache von Generation Z in Deutschland

Author

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  • Staudacher, Myriam K.
  • Decker, Alexander J.

Abstract

Das Bewusstsein für die Problematik von Lebensmittelverschwendung (LMV) nimmt in der deutschen Gesellschaft zu. Dies führt zu einer steigenden Anzahl an Initiativen sowie Unternehmen, welche sich dem Kampf gegen LMV verschreiben. Dennoch entstehen in Deutschland jährlich zwischen 12 und 18 Mio. Tonnen Lebensmittelabfälle. 52 Prozent sind auf Privathaushalte zurückzuführen, wobei 14- bis 24-Jährige am meisten wegwerfen und im Vergleich zu Älteren kaum digitale Lösungen gegen LMV, wie z. B. Too Good To Go, nutzen. Insofern interessiert, was speziell die Generation Z (Gen Z) von der Nutzung abhält. Als Ergebnis einer Methodentriangulation zeigen Guidelines Anbietern digitaler Lösungen gegen LMV funktionale und kommunikative Möglichkeiten auf, um Gen Z zu einer stärkeren Nutzung zu bewegen.

Suggested Citation

  • Staudacher, Myriam K. & Decker, Alexander J., 2021. "Guidelines für erfolgreiches Marketing von digitalen Lösungen gegen Lebensmittelverschwendung zur Ansprache von Generation Z in Deutschland," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 6(01/2021), pages 25-55.
    • Handle: RePEc:zbw:afmpwm:261158
    DOI: 10.15459/95451.46
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