Published 2021

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Publication details

Journal : Journal of Retailing and Consumer Services , vol. 59 , p. 0 , 2021

Publisher : Elsevier

International Standard Numbers :
Printed : 0969-6989
Electronic : 1873-1384

Publication type : Academic article

Contributors : Aschemann-Witzel, Jessica; de Hooge, Ilona E.; Almli, Valérie Lengard

Research areas

Consumer insight


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Kjetil Aune
Chief Librarian


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 general food marketing actions targeted to these different consumer lifestyles.


Topics associated with the publication