Consumer Education and Food Waste: An Example of the Bakery Market - the Case of Young Consumer

Abstract

Purpose: In recent years, more and more attention has been paid to food waste. As part of Corporate Social Responsibility strategy, players in the food supply chain began to work to avoid and reduce food waste. Educational campaigns for consumer, which are implemented by government institutions and non-governmental organizations concerning the bakery sector are an initiative that meets the requirements linked to the idea of "Don't waste food". The aim of the article is to demonstrate the importance of consumer education in terms of minimizing waste in the food chain illustrated by the case of the bakery market in Poland, and thus eliminating the phenomenon of food waste. Design/Methodology/Approach: The methodology used includes analysis of primary and secondary sources as well as reports. A survey was carried out in focus groups among youth between 19 and 25 years old. 384 respondents participated in the survey. The survey was carried out between October and December 2018. Findings: Most products are wasted at the final stage of the food chain. Bread and bakery wares account for more than 50 % of total food waste. The most numerous group that admits to wasting bakery wares are young people. Among the most important reasons for wasting, respondents mentioned "Non-compliance with the use-by date" and "excessive amount of purchased bread". The respondents indicated a beneficial effect of educational campaigns on their behaviour in preventing bread waste. Practical Implications: Recognition of the importance of education among young people and its impact on the behaviour of wasting products in the bakery industry. Originality/Value: Identifying the reasons for wasting of bakery wares among young consumers and indicating the reasons for reducing the waste phenomenon.