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Consumer Education and Food Waste: An Example of the Bakery Market - the Case of Young Consumer

Author

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  • Julia Wojciechowska-Solis
  • Magdalena Smiglak - Krajewska

Abstract

Purpose: In recent years, more and more attention has been paid to food waste. As part of Corporate Social Responsibility strategy, players in the food supply chain began to work to avoid and reduce food waste. Educational campaigns for consumer, which are implemented by government institutions and non-governmental organizations concerning the bakery sector are an initiative that meets the requirements linked to the idea of "Don't waste food". The aim of the article is to demonstrate the importance of consumer education in terms of minimizing waste in the food chain illustrated by the case of the bakery market in Poland, and thus eliminating the phenomenon of food waste. Design/Methodology/Approach: The methodology used includes analysis of primary and secondary sources as well as reports. A survey was carried out in focus groups among youth between 19 and 25 years old. 384 respondents participated in the survey. The survey was carried out between October and December 2018. Findings: Most products are wasted at the final stage of the food chain. Bread and bakery wares account for more than 50 % of total food waste. The most numerous group that admits to wasting bakery wares are young people. Among the most important reasons for wasting, respondents mentioned "Non-compliance with the use-by date" and "excessive amount of purchased bread". The respondents indicated a beneficial effect of educational campaigns on their behaviour in preventing bread waste. Practical Implications: Recognition of the importance of education among young people and its impact on the behaviour of wasting products in the bakery industry. Originality/Value: Identifying the reasons for wasting of bakery wares among young consumers and indicating the reasons for reducing the waste phenomenon.

Suggested Citation

  • Julia Wojciechowska-Solis & Magdalena Smiglak - Krajewska, 2020. "Consumer Education and Food Waste: An Example of the Bakery Market - the Case of Young Consumer," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 1), pages 89-96.
    • Handle: RePEc:ers:journl:v:xxiii:y:2020:i:special1:p:89-96
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    References listed on IDEAS

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    1. Bilska, Beata & Wrzosek, Małgorzata & Krajewski, Karol & Kołożyn-Krajewska, Danuta, 2015. "Zrównoważony rozwój sektora żywnościowego a ograniczenie strat i marnotrawstwa żywności," Journal of Agribusiness and Rural Development, University of Life Sciences, Poznan, Poland, vol. 36(2).
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    3. Jessica Aschemann-Witzel & Ilona De Hooge & Pegah Amani & Tino Bech-Larsen & Marije Oostindjer, 2015. "Consumer-Related Food Waste: Causes and Potential for Action," Sustainability, MDPI, vol. 7(6), pages 1-21, May.
    4. Radzymińska, Monika & Jakubowska, Dominika & Staniewska, Katarzyna, 2016. "Consumer Attitude And Behaviour Towards Food Waste," Journal of Agribusiness and Rural Development, University of Life Sciences, Poznan, Poland, vol. 39(1).
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    Cited by:

    1. Anna Zielińska-Chmielewska & Dobrosława Mruk-Tomczak & Anna Wielicka-Regulska, 2021. "Qualitative Research on Solving Difficulties in Maintaining Continuity of Food Supply Chain on the Meat Market during the COVID-19 Pandemic," Energies, MDPI, vol. 14(18), pages 1-19, September.
    2. Karolina Gwarda & Magdalena Klopott, 2021. "Selective Bio-Waste Collection System in Gdynia from the Perspective of Residents of Multi-Family Households," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 590-600.
    3. Florkowski, Wojciech J. & Kaya, Ozgur & Contu, Davide, 2023. "Unconsumed Food Concerns: The Case of the United Arab Emirates," Roczniki (Annals), Polish Association of Agricultural Economists and Agribusiness - Stowarzyszenie Ekonomistow Rolnictwa e Agrobiznesu (SERiA), vol. 2023(3).
    4. Konrad Żukiewicz & Agnieszka Dudziak & Tomasz Słowik & Jacek Mazur & Patrycja Łusiak, 2022. "Analysis of the Problem of Waste in Relation to Food Consumers," Sustainability, MDPI, vol. 14(18), pages 1-20, September.
    5. Elżbieta Goryńska-Goldmann & Michał Gazdecki & Krystyna Rejman & Sylwia Łaba & Joanna Kobus-Cisowska & Krystian Szczepański, 2021. "Magnitude, Causes and Scope for Reducing Food Losses in the Baking and Confectionery Industry—A Multi-Method Approach," Agriculture, MDPI, vol. 11(10), pages 1-20, September.
    6. Ewelina M. Marek-Andrzejewska & Anna Wielicka-Regulska, 2021. "Targeting Youths’ Intentions to Avoid Food Waste: Segmenting for Better Policymaking," Agriculture, MDPI, vol. 11(4), pages 1-22, March.
    7. Elżbieta Goryńska-Goldmann & Michał Gazdecki & Krystyna Rejman & Joanna Kobus-Cisowska & Sylwia Łaba & Robert Łaba, 2020. "How to Prevent Bread Losses in the Baking and Confectionery Industry?—Measurement, Causes, Management and Prevention," Agriculture, MDPI, vol. 11(1), pages 1-24, December.

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    More about this item

    Keywords

    Food waste; consumer information; educational campaigns; young consumer; social marketing.;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth

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