Liu, Hongbo, and McCarthy, Breda (2023) Sustainable lifestyles, eating out habits and the green gap: a study of food waste segments. Asia Pacific Journal of Marketing and Logistics, 35 (4). pp. 920-943.

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Abstract

Purpose – This paper aims to identify Australian consumer segments based on sustainable lifestyles and attitudes towards food waste and model the factors (socio-demographic, attitudinal and lifestyle) contributing to different levels of food waste.

Design/methodology/approach – This study uses a face-to-face survey of 334 respondents. Principal component analysis (PCA) is used to identify consumer segments, and econometric analysis is used to model the factors contributing to different levels of food waste.

Findings – A total of six lifestyle segments are identified: the freshness lovers, the vegetarian and organic food lovers, the recycle/reuse advocates, the waste-conscious consumers, the label-conscious/sensory consumer and the food waste defenders. This research distinguishes between low and medium levels of food waste based on marginal effects analysis. At low levels of food waste, consumers who worry about the food waste cost, making efforts to reduce food waste are less likely to waste food. Affluent consumers, who claim to be waste conscious, have young children and frequently eat outside, are more likely to waste food than others, lying in the medium waste group.

Originality/value – Australia, like many other countries, has high levels of food waste and despite policy efforts, curbing household food waste remains a challenge. In addition, there are limited food waste studies that focus on consumers who practice sustainable lifestyles. The current paper contributes to the market segmentation literature and has several implications for food policy and practice.

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