Knowledge and perception of food waste among German consumers

Even within increasing discussions about environmental problems and sustainability, the issue of food waste is more and more in focus. Nevertheless it is unclear how consumers perceive the topic and how far they are aware of problems resulting from food waste. In light of this, consumers were divided in this study according their perception, attitudes and level of information. By means of a factor analysis and a cluster analysis, three clusters were built, which can be distinguished according to their understanding of the problem: guilty food wasters (cluster 1), unwitting food wasters (cluster 2) and careless food wasters (cluster 3). In total, there are differences in perceiving and understanding the issue. As a result guilty food wasters already are well informed, while unwitting and careless food wasters show a lower level of information. However, in general for all consumers groups more information about food waste might be useful. The topic, more strongly may be discussed in public and provide consumers deeper information about the issue, for example, about environmental impairments caused by food waste. But providing consumer with information should be coordinated to the level of information within the cluster.