From Plate to Bin: Consumer Segments and Food Waste in Greece

Abstract

This study investigates key demographic and behavioural factors influencing food waste behaviours among Greek consumers, offering insights into effective waste reduction strategies. Using k-means clustering, Greek consumers were segmented into three groups based on data from a structured online survey: ‘Moderate Consumers’, who demonstrate moderate awareness of food waste but lack consistent practices; ‘Indifferent Consumers’, primarily younger urban residents, with limited concern and significant contributions to waste; and ‘Conscious Consumers’, generally older individuals with structured habits that actively minimise waste. The findings reveal distinct engagement levels across these groups, highlighting the importance of tailored interventions. Conscious Consumers can serve as community advocates for sustainable practices, while Indifferent Consumers require targeted awareness campaigns to foster engagement. Moderate Consumers, with their sporadic efforts, could benefit from practical tools such as meal-planning apps. By exploring these unique consumer profiles, this research provides a culturally contextualised understanding of food waste attitudes in Greece and lays the groundwork for designing targeted strategies to encourage sustainable consumption.