The Phenomenon of Food Waste Among Consumers of Generations X, Y and Z

Abstract

At a time of sustainable development, food wastage constitutes an important problem for the global food economy. A group that is to a large degree co-responsible for wasting food are its buyers, who submit to numerous market trends, including consumptionism. The approach of the consumer to the issue of food wastage may stem from a number of factors, including the idea of belonging to a specific generation. The consumers’ age and the related experiences from the food market may differentiate the rationality of their purchasing behaviour and the scale of food wastage. The aim of this study was to determine the effects of belonging to a particular generation X (aged 60+), Y (aged 31-59) or Z (aged 18-30) on the participants’ attitudes and behaviours concerning unconsumed food. The study was conducted in 2021 using a survey method among 165 people from the Pomorskie Voivodeship. The study results demonstrated that belonging to a particular generation did differentiate the attitudes and behaviours of the surveyed in most of the areas subject to the study. In terms of self-assessment of their own knowledge concerning food wastage, respondents from generation X declared having the most knowledge, while generation Z declared only fragmentary knowledge. The importance of the food wastage issue from an ethical, social and economic standpoint was noticed by higher percentages of participants from generations Y (85.5%) and Z (76.4%) than generation X (70.9%). The food groups where, according to the surveyed, food wastage occurred the most in all generations were: bread, meat, fruits, vegetables, and dairy products. The primary causes of wasting food declared by generation Z respondents were spoilage and poor meal planning, while for generations Y and X it was expiry. Attempts to use (process) unconsumed food were made primarily by representatives of the oldest generation (X).

Keywords

• food, wastage, consumer generations X, Y, Z.