What is it about?

"Consumer Behaviour and Household Food Waste in Greece" delves into the intricate landscape of food waste among Greek households. Through a nationwide survey and unique analysis, the paper uncovers heightened awareness among consumers and identifies four distinct consumer groups, revealing significant differences in behavior and demographics. It highlights the pressing need for targeted campaigns tailored to these consumer segments, advocating for interventions to promote sustainable food practices. This study's innovation lies in its use of non-hierarchical K-means cluster analysis, a novel approach in Greece, offering valuable insights crucial for aligning with global sustainability goals and fostering a more responsible food consumption culture in the country.

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Why is it important?

Understanding and addressing household food waste in Greece is crucial for promoting sustainable consumption practices. By identifying distinct consumer behaviors and demographics related to food waste, this research enables targeted interventions and campaigns. It contributes significantly to global sustainability goals, aligning with initiatives like the United Nations Agenda 2030 and the European Union's "Farm to Fork" strategy. Ultimately, this study aims to mitigate food waste, fostering a more responsible and environmentally friendly approach to food consumption in Greece and beyond.


Our publication stands as a pioneering study in Greece, shedding light on a critical issue often overlooked. The insights derived from the cluster analysis offer invaluable implications for multiple stakeholders. For firms, these findings can inform targeted strategies, aiding in product development, marketing, and waste reduction initiatives. Consumers benefit through heightened awareness and tailored interventions for more conscious consumption. At a societal level, this research lays the groundwork for policy formulation and educational campaigns, fostering a sustainable approach to food consumption that aligns with global sustainability goals.

Prokopis Theodoridis
Hellenic Open University

Read the Original

This page is a summary of: Consumer behaviour and household food waste in Greece, British Food Journal, November 2023, Emerald,
DOI: 10.1108/bfj-02-2023-0141.
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