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

Kód výsledku v 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>

Výsledek na webu

<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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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

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OECD FORD obor

50103 - Cognitive sciences

Projekt

<a href="/cs/project/TQ01000183" target="_blank" >TQ01000183: Podpora změny behaviorálních vzorců generace Z a návrh intervencí k prevenci plýtvání potravinami včetně hodnocení jejich impaktu</a><br>

Návaznosti

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

Rok uplatnění

2024

Kód důvěrnosti údajů

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

Název periodika

Waste Forum

ISSN

1804-0195

e-ISSN

1804-0195

Svazek periodika

Neuveden

Číslo periodika v rámci svazku

4

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

17

Strana od-do

274-290

Kód UT WoS článku

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EID výsledku v databázi Scopus

2-s2.0-85211976666