This study confirmed that it is possible to segment or cluster consumers according to demographic descriptors and their attitudes towards food waste, packaging and environmental concerns. In particular, it identifies four distinct Australian consumer groups driven by perceptions of food packaging. These groups are (a) the environmentalists (avoiding all unnecessary packaging or, if unavoidable, biodegradable, recyclable packaging only), (b) the food waste-conscious consumers (only seeking out packaging if it reduces food waste), (c) the packaging reducers (BYO packaging or nothing at all) and (d) the pro-packaging consumers (preferencing packaged products that will reduce food waste). Between these groups, consumer perceptions of the role of packaging in reducing food waste showed significant variation from those concerned with all waste to those concerned more with food or packaging waste. Although food waste is one of the largest environmental and societal issues of our day, our findings reported that consumers perceive packaging waste as a more serious environmental issue than food waste, with food waste neutrally considered as an environmental issue. Societal awareness of the environmental impact food waste has is clearly low and requires further work. |
