Title : Assessment of food waste awareness and attitudes among X, Y, and Z generations
Abstract:
Food loss and waste represent significant economic and social challenges both globally and in Türkiye. In a world where natural resources are increasingly limited, understanding consumer awareness and behavior is essential for reducing food waste and developing sustainable solutions. According to the Food and Agriculture Organization of the United Nations (FAO), approximately one-third of all food produced for human consumption is wasted, highlighting the urgency of addressing this issue.
The aim of this study was to determine the level of food waste awareness among X, Y, and Z generation consumers and to examine the relationship between their attitudes toward food waste and their demographic characteristics. In addition, the study sought to identify the main reasons behind food waste behavior and the types of food products most frequently wasted by consumers.
A face-to-face survey was conducted with 155 consumers living in the province of İzmir between March and April 2024. The questionnaire included sections designed to assess participants’ demographic characteristics, personal attributes, behaviors, and attitudes related to food waste. Responses were measured using a 5-point Likert scale ranging from “strongly disagree” to “strongly agree.” The collected data were analyzed using appropriate statistical methods to evaluate relationships between variables and identify significant differences among generational groups.
The results revealed significant differences among X, Y, and Z generations in terms of food waste awareness and behavior. Younger generations demonstrated different consumption patterns and awareness levels compared to older groups. In addition, demographic factors such as education level, income, and household size were found to significantly influence attitudes toward food waste. The study also identified key drivers of food waste, including over-purchasing, improper storage, and lack of planning, as well as the most commonly wasted food categories.
Given the limited number of studies focusing on generational differences in food waste behavior, the findings of this research are expected to contribute to the existing literature and provide valuable insights for policymakers, researchers, and industry stakeholders. Furthermore, the results may support the development of targeted strategies and awareness campaigns aimed at reducing food waste and promoting sustainable consumption behaviors.
