Reducing food waste in German private households by target group oriented communication | Adressatenspezifische Kommunikationskonzepte zur Lebensmittelabfallreduktion in deutschen Privathaushalten
2019
Weber, Ricarda | Strotmann, Christina | Ritter, Guido
The wastage of resources is a symptom of today’s affluent society and manifests itself, among other things, in large quantities of food waste and losses. Food waste and losses occur daily at all stages of the food value chain, with private households in industrialised countries being particularly striking. At the same time, private households show the greatest avoidance potential for the wastage. The aim of this paper is to contribute to the exploitation of this potential by deriving recommendations for target group-oriented communication on food waste reduction. A quantitative online survey (n = 801), representative of the German population in terms of age and gender distribution, was conducted in summer 2018. Based on a systematic literature search, reasons for the occurrence of food waste in private households were identified and combined with items on communication preferences. By means of factor analysis and subsequent hierarchical cluster analysis, six consumer segments were identified which differ in terms of their behaviour, attitudes and knowledge in relation to food waste. The clusters were characterized by demographic variables and their communication preferences. The results of the present work are explicit recommendations for target group-oriented communication with regard to food waste reduction measures. The statistically significant group differences regarding the factors for the generation of food waste underline the need for target group orientation in order to develop effective measures that ultimately contribute to a sustainable development. A need for research has been identified concerning a more profound characterisation of consumer segments in terms of their communication preferences.
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