Generations Z and Y perspectives on food waste: The role of marketing communication on sustainable behaviour

Food waste is currently a key issue in discussions of sustainable development. The main objective of the study is to examine the attitudes of generations Z and Y toward food waste and to analyze the perceived role of marketing communication in shaping sustainable consumer behavior, with an emphasis on the current state of household food waste in V4 countries. Our own research was conducted using a consumer questionnaire. 593 Slovak consumers participated in the survey: 284 from Generation Z and 309 from Generation Y. We used statistical tests such as the Chi-square goodness-of-fit test, Chi-square test of independence, Mann-Whitney U test, and FORECAST.LINEAR function to estimate the future trend in food waste. Based on the study’s objectives, we formulated 2 hypotheses; one was confirmed, and the other was not. The results indicate the existence of a value-action gap, i.e., a gap between values and behavior. Although Generations Z and Y are aware of the seriousness of food waste, in practice they often do not take action to mitigate the problem. Generation Y shows more signs of sustainable consumer behavior than Generation Z, without marketing being perceived as a significant influence on such behavior. The study’s added value lies in its link between food waste and marketing communication.

1 Introduction

Food waste currently features prominently in the debate on sustainable development. It is a problem that causes enormous economic and environmental damage. In this context, the study of consumer behavior is crucial, especially among younger generations, who are increasingly forming new shopping habits and values.
Generations Z and Y represent consumers who are in daily contact with digital technologies, exposed to various marketing campaigns and sensitive to environmental sustainability issues. Their attitudes on food waste can therefore have a significant impact on future developments in this area.
Marketing, as a tool for influencing consumer behavior, plays a key role in shaping purchasing decisions. Although marketing communication is associated with promoting consumption, in recent years it has also been used to promote sustainable behavior and reduce food waste.

2 Theoretical background

The Earth is under massive stress due to current consumption levels, which have exceeded the planet’s capacity to sustain itself. Thus, the need of the hour is to promote sustainable production and consumption (Sheoran and Kumar 2022). Despite policy initiatives, driving consumer behavior towards sustainable consumption remains a challenging task (Francis and Sarangi 2022). Sustainability and sustainable development are inextricably linked to the environment and environmental problems (Kollár Rybanská et al. 2024).
In recent years, food waste has received growing interest from local, national, and European policymakers, international organizations, and academics from various disciplinary fields. Growing concerns about food security and environmental impacts, such as resource depletion and greenhouse gas emissions associated with food waste, have intensified attention to the topic (Schanes et al. 2018). Even though many of the Earth’s inhabitants suffer from hunger and scarcity, consumers in developed countries prefer a consumerist way of life, wasting scarce resources and over-consuming the environment (Rybanská et al. 2021). Globally, around 13.2 percent of food produced is lost between harvest and retail. In comparison, an estimated 19 percent of total global food production is wasted in households, food service, and retail together (United Nations 2024).
We already know quite a lot about food waste and its production. However, many consumers still throw away all their unconsumed food thoughtlessly, overbuy, and do not consider the consequences of their behavior (Rybanská et al. 2021). Generation Z wastes more food than other generations. Young people living on their own waste half as much as those living with parents (Mendelu 2024). Although young people often express pro-environmental attitudes, their behavior does not reflect them. This discrepancy is often due to a lack of motivation, knowledge, and practical skills needed to change behavior (Clement et al. 2023). The literature highlights a consistent discrepancy between consumers’ environmental intentions and their actual purchasing behaviour, suggesting that pro-environmental attitudes do not always translate into action (Sharma et al. 2022) The value-action gap is influenced by time perception, social norms, and behavioral imitation (Franco and Ghisetti 2022) Spoločnosť ochrany spotrebiteľov (2023) states that even small changes in our habits can have a significant global impact and provides several tips on how to reduce food waste in households: adopt a healthier and more sustainable diet, buy only what is truly needed, choose „ugly“ fruits and vegetables, store food properly, understand food labelling, serve smaller portions, freeze and compost food leftovers, support local food producers, keep our soil and water clean, eat more legumes and vegetables, donate surplus food.
One of the primary roles of marketing communication should be to contribute to environmental protection (Kollár Rybanská et al. 2024). Many marketing communication tools influence consumers’ decisions to purchase and consume food (Rybanská et al., 2021). Smolka (2019) emphasizes that generations differ in their consumer behavior and purchasing preferences. According to Kansal et al. (2022), campaigns aimed at reducing food waste are a very useful tool. For these campaigns to be effective, it is necessary to apply principles of social marketing and emotional and social appeals, and consumers must trust the organizations behind the campaigns. Kutlu (2022) finds in their study that focusing on individuals through communication tailored to their personalities is likely to increase the success of interventions aimed at reducing food waste. The younger generation spends a lot of time on social networks, so these platforms are an ideal place for informational, educational, and social campaigns. A good example is a short video campaign featuring a conversation between an environmentally minded father and his little son. father does not like wasting food, so he shows his son how to make use of leftover food (in this case, ketchup), even though the son thinks the food container is already empty. The conversation is witty and dynamic, using language that resonates with the younger generation of consumers. The video features a single performer playing both roles (Rybanská and Poláček 2022).
In a context where food waste has received increased attention in recent years, food supply chain actors have begun to act to reduce it as part of their corporate social responsibility strategies (Aschemann-Witzel et al. 2016). Ubrežiová et al. (2015) identify the environmental pillar as a key pillar of CSR. An important part of the environmental pillar of CSR is food waste (Kádeková et al. 2021). CSR marketing activities of food companies are increasingly influencing consumer behavior (Osúchová 2024). Food companies with transparent environmental CSR strategies achieve better results in reducing food waste (Biggi et al. 2024). Igarová et al. (2023) found that the credibility of CSR activities is crucial for consumers. If consumers trust a CSR strategy, it influences their consumer behavior in the desired way. A key finding from Bhagat (2024) is that transparent and honest disclosure of both successes and challenges in sustainability initiatives can significantly increase public trust in a company.
However, one paradox remains on the scene. Food companies often reassure consumers of their commitment to reducing waste. However, their promotional activities (e.g., bulk offers and oversized portions) may inadvertently encourage consumers to over-shop. The challenge, therefore, is to design communications that simultaneously increase sales and promote a conscious consumer mindset (Aschemann-Witzel et al. 2016).

3 Research methodology

The main objective of the study is to clarify the attitudes of generations Z and Y towards food waste and to examine the role of marketing communication in sustainable consumer behavior, with a link to the current state of household food waste in V4 countries. The influence of marketing communication is measured perceptually, based on respondents’ evaluations (focusing on their subjective perceptions of its effect). The study does not measure actual exposure to campaigns but only captures the perceived effect of marketing communication.
Primary and secondary sources of information were used. Secondary data were obtained from studies by domestic and foreign authors, as well as from the WoS, SCOPUS, and Eurostat databases.
We have obtained data on food waste from the Eurostat database. As tracking the state of food waste at national, regional, and global levels is not easy, the European Commission has adopted a common EU methodology for measuring food waste. In 2020, for the first time, member states collected data using this methodology (Eufic 2024). The measurement is carried out in the following categories:
• primary production,
• processing and manufacturing,
• retail and other food distribution,
• restaurants and food services,
• households (EUR-Lex, 2019).

Meanwhile, data for the period 2020-2023 are available on the Eurostat website. Although food waste data over four years represents a relatively short time horizon, it can still provide an important analytical basis for tracking developments and identifying key trends.
Our own research was conducted using a consumer questionnaire. Generation Z included respondents born between 1997 and 2008 (adult respondents), and Generation Y included respondents born between 1981 and 1996. The data were collected through an online questionnaire using a convenience sampling method. The results may be influenced by self-selection bias, as respondents with greater sensitivity to environmental and sustainability issues may have been more inclined to participate, potentially affecting the generalizability of the findings. 593 Slovak consumers participated in the survey, 284 from Generation Z and 309 from Generation Y.
Data were processed into tables and graphs in Microsoft Excel, and the results were interpreted. Statistical analysis was performed using XL Stat software. We used statistical tests such as the Chi-square goodness-of-fit test, the Chi-square test of independence, the Mann-Whitney U test, and the FORECAST.LINEAR function to estimate the future trend in food waste. Based on the aim of the study, we established the following hypotheses:
Hypothesis 1: We assume that there will be a significant decrease in food waste in Slovak households in the coming years.
Hypothesis 2: We assume that there is a dependency between the generation of consumers and the change in their attitudes towards food waste in recent years.

4 Results and discussion

The unprecedented scale of food waste in global food supply chains is attracting increasing attention due to its environmental, social, and economic impacts (Papargyropoulou et al. 2014). There are generational differences in beliefs, attitudes, and behaviors regarding household food consumption and waste (Karunasena et al. 2021). Generations Z and Y are the most active on climate and environmental issues, but paradoxically they waste more food than older generations (Reardin 2023). The following section presents the results of our study.

4.1 Representativeness of the sample by generation

To verify the representativeness of the sample by the generation of respondents, we used the Chi-square goodness-of-fit test and established these hypotheses:
H0: The sample is representative by the generation of respondents.
H1: The sample is not representative by the generation of respondents.

WordPress Tables
Table 1: Chi-square goodness-of-fit test
Source: Authors

Table 1 contains the calculation of the test. We calculated the test statistic using empirical and theoretical frequencies, yielding 2.43. The critical value, determined using the CHIINV function, is 3.84. Since the test statistic is less than the critical value, we do not reject H0, indicating that the sample is representative of the respondent population.

4.2 Comparison of food waste in households between V4 countries and trend in food waste in Slovak households

Data on households in the V4 countries were selected from the Eurostat database mentioned. We decided to compare countries because Slovakia is part of this group and the other countries are close to it both economically and geographically (Figure 1).

Figure 1: Household food waste in V4 countries for 2020-2023
Source: Authors according to Eurostat (2025)

Overall, household food waste trends in the V4 countries differ. In Slovakia, there is stable development, indicating consistent household behavior. The Czech Republic shows the most significant decrease among the V4 countries. This trend is likely related to increased emphasis on food waste prevention, quality education, and changes in consumer behavior. A study by Nováková et al. (2021), conducted on more than 400 households in the Czech Republic, reports that the total amount of food waste is 57.1 kg per person per year. The estimated cost of wasted edible food in the Czech Republic reached 14 euros per person per year (Sosna et al. 2019). During COVID-19, food waste in Czech households increased significantly. A statistically significant difference can also be observed in the causes of food waste. People purchased large food packages that they could not consume in time (Morávková et al. 2022). The development in Hungary, according to available data, appears to be fluctuating without a clear trend. After reaching a higher value, there was a decrease, but then food waste slightly increased again. A study by Kasza et al. (2020) estimates household food waste in Hungary at 65.49 kg per person per year. Households identified obstacles to reducing food waste, such as impulsive shopping or improper storage methods (Keller and Gombos 2025). A survey conducted in November-December 2023 showed that the decline in household food waste in Hungary has somewhat slowed (Maradeknelkul 2024). Poland is the only country experiencing a significant increase in food waste. We assume this may be related to rising purchasing power and lower efficiency in shopping planning. Currently, there are no detailed studies in Poland focusing on the amount and composition of food waste. However, a study conducted in the Polish city of Opole showed that total household food waste there is 79.9 kg per person per year (Den Boer et al. 2023). The most common causes of food waste in Poland were food spoilage and failure to check expiration dates (Bilska et al. 2020).
Today, environmental awareness is widely regarded as a universal European value that shapes business practices, strategies, and policies across Europe (Mihajlović et al. 2016). The European Green Deal is the European Commission’s document for a green transformation of the European Union’s economy to ensure a sustainable future. Its main objective is to make Europe the first climate-neutral continent by 2050. An important part of this initiative is also the objective of reducing food waste in European countries (MŽP SR 2020). The European Union has committed to achieving the global Sustainable Development Goal 12.3, which aims to halve per capita food waste at the retail and consumer levels by 2030, and to reduce food losses within food production and supply chains. This is a key global benchmark. Binding food waste reduction targets have also been introduced, which all EU Member States must achieve by 2030. They are required to adopt effective measures to reduce food waste by 10% in processing and production and by 30% jointly in retail and consumption (restaurants, food services, and households) (European Commission 2025). Based on these facts, we have established our first hypothesis: there will be a significant decrease in food waste in Slovak households in the coming years.
We used the FORECAST.LINEAR function to estimate the future trend (Figure 2).

Figure 2: Future trend of food waste in Slovak households
Source: Authors according to Eurostat (2025)

The indicative trend projection through 2030 shows a minimal decline. Therefore, it is not a matter of significant decline, but rather long-term stagnation with a slight downward trend. The first hypothesis has not been confirmed. However, the result should be interpreted with caution due to the short time series (2020-2023). On the other hand, data from Eufic (2024) within the European Union indicate a steadily decreasing trend over time:
• in 2004, 117.5 million tonnes of food were wasted: 240 kg per person,
• in 2006, 116.2 million tonnes of food were wasted: 235 kg per person,
• in 2008, 96.9 million tonnes of food were wasted: 195 kg per person,
• in 2010, 92.2 million tonnes of food were wasted: 184 kg per person,
• in 2012, 88 million tonnes of food were wasted: 173 kg per person,
• in 2020, 58.1 million tonnes of food were wasted: 130 kg per person,
• in 2021, 58.4 million tonnes of food were wasted: 131 kg per person.

4.3 Food waste and young consumers

The second part of the study addresses the attitudes and behaviors of Generation Z and Generation Y consumers regarding food waste. The data were obtained from an in-house questionnaire survey. Respondents expressed agreement or disagreement with several statements on a scale of 1 to 5 (1 = do not agree at all, 5 = strongly agree).

Figure 3: Statement 1: I think food waste is a significant problem these days.
Source: Authors

Both generations agree with the statement; however, Generation Y respondents perceive the problem of food waste as more serious than Generation Z respondents do. Up to 91.3% of Generation Y respondents selected option 4 or 5.

Figure 4: Statement 2: I am aware of the impact of food waste on the environment (e.g. greenhouse gas emissions from landfills, wasted resources).
Source: Authors

Both generations largely agree, but awareness of the environmental impact of food waste is slightly lower compared to the previous statement. Generation Y demonstrates a higher level of environmental awareness, with up to 83.8% selecting agreement (options 4 or 5) on the environmental impact of food waste. A study by Kymäläinen et al. (2021) identified a lack of information about the environmental impacts of food, underscoring the need for better communication from the food industry.

Figure 5: Statement 3: I avoid buying food in bulk unless I am sure I will be able to consume/use it before it goes bad.
Source: Authors

Both generations express high levels of agreement, but the differences between them are more pronounced than in the previous statements. The results suggest that Generation Y is more likely to report avoiding purchasing surplus food when they are unsure about consuming it. In contrast, Generation Z more frequently selects answer 3 and shows a higher proportion of disagreement (1-2), which is associated with lower levels of food purchase planning and less experience with household food management.
According to a survey conducted by IPSOS for Munch, based on a representative sample, the main reason for throwing away food for almost 40% of respondents is the expiry date. In addition, more than 51% of Slovaks throw away food because it goes bad. These data, showing that 37% of people throw away food at least once a week and 63.8% at least once a month, point to a systemic problem in shopping and consumer behavior (Nextech 2025). The increase in food waste among young consumers is due to a lack of food management skills in shopping, storage, and cooking with leftovers (Karunasena et al. 2021).

Figure 6: Statement 4: I am open to using apps or online resources to help manage and reduce food waste (e.g. recipes using leftovers, expiry date reminders).
Source: Authors

Generation Y reports greater openness to using digital tools to reduce food waste, with more than half of respondents (54.7%) indicating willingness to use these technologies. In contrast, Generation Z shows a higher proportion of neutral attitudes (31%). Although digital technologies are widely used by Generation Z, their use for food waste reduction does not appear to be perceived as a natural or automatic choice within this group. In Finland, on the other hand, Generation Z very often uses apps and services to reduce food waste (Kymäläinen et al. 2021). In Italy as well, younger consumers are more interested in using these apps (Fraccascia and Nastasi 2023).

Figure 7: Statement 5: I think that marketing campaigns aimed at reducing food waste (e.g. by supermarkets or food brands) influence my behavior.
Source: Authors

Respondents from both generations generally reported a neutral perception of the influence of marketing campaigns on their food waste behavior. An Indonesian study finds that presenting environmental information on social media sites such as Instagram and YouTube has a very positive influence on the pro-environmental behavior of Generation Z (Suminar et al. 2024). Targeted social marketing campaigns using emotional appeals or practical advice can encourage individuals to adopt more responsible food practices (Rybanská et al. 2021).

Figure 8: Statement 6: I support food brands or retailers that promote food waste reduction (e.g. offering imperfect products at a discount).
Source: Authors

Respondents from both generations express strong support for brands and stores that commit to reducing food waste. Generation Y respondents report slightly higher levels of agreement, whereas Generation Z appears somewhat more reserved in their responses, although attitudes in this group remain predominantly positive.
An example of good practice is the retail chain Lidl, which has started selling three-kilo packs of various fruit and vegetables for the symbolic price of €1. These are fruit and vegetables that were previously thrown away for various reasons, such as damaged packaging or one bad piece in the pack. Since the project’s launch, 66,925 boxes have been sold, resulting in the rescue of more than 200,000 kilograms of fruit and vegetables (Hrnčárová 2023).
To verify the differences between generations in individual statements, we used the Mann-Whitney U test (Table 2).

WordPress Tables
Table 2: Mann-Whitney U test
Source: Authors

In statements 1 (food waste as a significant problem), 2 (environmental consequences of food waste), 3 (avoiding buying food in bulk), and 5 (marketing campaigns to reduce food waste), a statistically significant difference between generations was demonstrated, with Generation Y evaluating all statements more positively, but the effect size is small.
In statements 4 (use of apps to reduce food waste) and 6 (support for brands focused on reducing food waste), no statistically significant difference between generations was found. Given that the opinions of generations differ slightly, in the second hypothesis we assume that there is a dependency between consumer generation and changes in their attitudes towards waste in recent years. We used the Chi-square test of independence (Tables 3 and 4).

WordPress Tables
Table 3: Contingency table
Source: Authors

WordPress Tables
Table 4: Chi-Square test of independence
Source: Authors

The p-value is 0.003, which is less than the significance level of 0.05. Based on this, we reject the null hypothesis that there is no dependence between consumer generation and changes in their attitudes towards waste in recent years. The second established hypothesis has therefore been confirmed. The value of Cramer’s V coefficient is 0.14, which indicates a very weak dependence between the examined elements. The observed differences between generations may be associated with variations in consumer preferences and attitudes. According to Smolka et al. (2021), sustainability-related preferences differ across generations in Slovakia, a finding that confirms our own.

5 Conclusion

This study aimed to examine the attitudes of Generation Z and Generation Y towards food waste and to analyze the role of marketing communication in shaping sustainable consumer behavior, with an emphasis on future trends in household food waste in Slovakia.
The study was divided into 2 main parts. The first part dealt with the current state of household food waste in V4 countries and with future trends in Slovak households. Estimates suggested long-term stagnation among Slovak households, with a slight downward trend.
The second part focused on Slovak consumers of generations Z and Y’s awareness of food waste and the impact of marketing on sustainable consumer behavior. A total of 593 respondents took part in the questionnaire survey. The results point to a value-action gap. While consumers are aware of the problem of food waste and consider it serious, they often do not take real action to minimize it. Generation Y shows more signs of sustainable consumer behavior than Generation Z, without marketing being perceived as a significant influence on such behavior.
The study’s added value lies in its link between food waste and marketing communication. However, it is necessary to acknowledge several limitations. These include the use of self-reported data, which may be affected by social desirability bias. Furthermore, the perceived influence of marketing communication was measured using a single-item indicator, which limits the depth of the analysis. The research was also conducted only among Slovak consumers, which reduces the generalisability of the findings to other countries. Additionally, we consider the use of convenience sampling and the availability of only 4 years of food waste data to be further limitations of the study.

6 Practical and managerial implications

The findings suggest that marketing communication strategies aimed at reducing food waste should place greater emphasis on behavioral and emotional approaches rather than relying solely on informational campaigns. Storytelling and gamification may increase consumer engagement, particularly among Generation Z consumers, who have demonstrated lower levels of food planning and slightly weaker pro-environmental behavior. Digital tools, such as food waste reduction applications and purchase-planning platforms, may further support sustainable decision-making. Since Generation Y displayed somewhat stronger sustainable consumption patterns, environmental loyalty programs could reinforce existing positive behaviors. In addition, the use of trusted brand ambassadors may enhance the credibility and effectiveness of food waste communication initiatives.

Poznámky/Notes

The submitted paper is one of the partial outputs under the scientific research grant GAAA/2023/17 „Rationality and irrationality in consumer behavior“ solved at the Department of Marketing, Faculty of Entrepreneurship and Law, Pan-European University in Prague.

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Kľúčové slová/Key words

food waste, generations Z and Y, marketing communication, sustainable consumer behavior
plytvanie potravinami, generácie Z a Y, marketingová komunikácia, udržateľné spotrebiteľské správanie

JEL klasifikácia/JEL Classification

M31, Q56, D12

Résumé

Pohľady generácií Z a Y na plytvanie potravinami: Úloha marketingovej komunikácie pri formovaní udržateľného správania
Plytvanie potravinami je v súčasnosti kľúčovou témou v diskusiách o udržateľnom rozvoji. Hlavným cieľom štúdie je preskúmať postoje generácií Z a Y k plytvaniu potravinami a analyzovať vnímanú úlohu marketingovej komunikácie pri formovaní udržateľného spotrebiteľského správania, s dôrazom na súčasný stav plytvania potravinami v domácnostiach v krajinách V4. Náš vlastný prieskum bol realizovaný prostredníctvom spotrebiteľského dotazníka. Na prieskume sa zúčastnilo 593 slovenských spotrebiteľov: 284 z generácie Z a 309 z generácie Y. Na odhad budúceho trendu v oblasti potravinového odpadu sme použili štatistické testy, ako napríklad chí-kvadrát goodness-of-fit test, chí-kvadrát test nezávislosti, Mann-Whitneyho U-test a funkciu FORECAST.LINEAR. Na základe cieľov štúdie sme sformulovali 2 hypotézy; jedna sa potvrdila, druhá nie. Výsledky poukazujú na existenciu rozporu medzi hodnotami a konaním respondentov. Hoci si generácie Z a Y uvedomujú závažnosť problému plytvania potravinami, v praxi často nepodnikajú žiadne kroky na zmiernenie tohto problému. Generácia Y vykazuje viac známok udržateľného spotrebiteľského správania ako generácia Z, pričom marketing nie je vnímaný ako významný faktor ovplyvňujúci takéto správanie. Prínos tejto štúdie spočíva v prepojení medzi plytvaním potravinami a marketingovou komunikáciou.

Recenzované/Reviewed

9. April 2026 / 2. May 2026