My style, my food, my waste! Consumer food waste-related lifestyle segments

Jessica Aschemann-Witzel*, Ilona E. de Hooge, Valérie L. Almli

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

48 Citations (Scopus)


Adapting responsible food marketing practices to different customer types can make a valuable contribution to reducing food waste. The current study investigated the relation between food (waste)-related lifestyle patterns and self-reported food waste, choices for suboptimal food, and food waste awareness using a survey with 4214 consumers across five Northern and Western European countries. Results show differences in food wastage, suboptimal choices, and awareness for five clusters of consumers identified on the basis of food (waste)-related lifestyle patterns. Findings of commonalities allow deriving food marketing actions targeted to these different consumer lifestyles.

Original languageEnglish
Article number102353
JournalJournal of retailing and consumer services
Early online date26 Oct 2020
Publication statusPublished - Mar 2021


  • Consumer behaviour segmentation
  • Food waste
  • Food-related lifestyle


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