Food Waste in Generation Z: The Impact of Social Media and the Ineffectiveness of Current Promotional Strategies

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F24%3A43926349" target="_blank" >RIV/62156489:43110/24:43926349 - isvavai.cz</a>

Result on the web

<a href="http://www.wasteforum.cz/cisla/WF_4_2024_p26.pdf" target="_blank" >http://www.wasteforum.cz/cisla/WF_4_2024_p26.pdf</a>

DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Food Waste in Generation Z: The Impact of Social Media and the Ineffectiveness of Current Promotional Strategies

Original language description

This paper aims to contribute to a deeper understanding of Generation Z&apos;s perception of food waste. The primary data were obtained through quantitative research using the CAWI (Computer-Assisted Web Interviewing) method. Generation Z sees itself as environmentally orientated and is aware of the undesirable consequences of food waste. The results show that food waste is 33.1% higher when members of Generation Z live independently (with friends, a partner, spouse etc.) than when they live in a shared household with their parents. These results are confirmed by data from similar studies. The second part of the paper looks at the effectiveness of current advertising strategies to combat food waste. It was found that there is no significant impact on the amount of estimated food waste, regardless of whether respondents have been exposed to any form of advertising. The current advertising measures are therefore rated as ineffective for Generation Z. Only 3.4% of respondents could recall any advertising to reduce food waste through influencers or online education campaigns. Given that the majority of Generation Z representatives spend a lot of time on social media and almost three quarters of respondents get their information from these platforms, the lack of credible influencers promoting sustainable consumption is worrying. Currently, only 16.3% of respondents trust influencers in this area. This lack of trust is likely due to influencers focusing on paid partnerships and personal gain, which diminishes their credibility. The results show that Generation Z is aware of the problem of food waste, with 67.7% of respondents expressing an interest in this topic. The choice of communication channels will now play a key role in raising awareness of the issue of food waste and in shaping attitudes and values towards sustainability.

Czech name

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Czech description

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Type

J_SC - Article in a specialist periodical, which is included in the SCOPUS database

CEP classification

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OECD FORD branch

50103 - Cognitive sciences

Project

<a href="/en/project/TQ01000183" target="_blank" >TQ01000183: Promoting behavioural change in Generation Z and designing interventions to prevent food waste, including evaluation of their impact</a><br>

Continuities

P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)

Publication year

2024

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Waste Forum

ISSN

1804-0195

e-ISSN

1804-0195

Volume of the periodical

Neuveden

Issue of the periodical within the volume

4

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

17

Pages from-to

274-290

UT code for WoS article

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EID of the result in the Scopus database

2-s2.0-85211976666