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Generations Z and Y perspectives on food waste: The role of marketing communication on sustainable behaviour

Author

Listed:
  • Adriana Mateášiková

    (Slovak University of Agriculture, Nitra, Slovakia)

  • Dávid Takács

    (Slovak University of Agriculture, Nitra, Slovakia)

  • Ingrida Košičiarová

    (Slovak University of Agriculture, Nitra, Slovakia)

  • Zdenka Kádeková

    (Slovak University of Agriculture, Nitra, Slovakia)

Abstract

Food waste is currently a key issue in discussions of sustainable development. The main objective of the study is to examine the attitudes of generations Z and Y toward food waste and to analyze the perceived role of marketing communication in shaping sustainable consumer behavior, with an emphasis on the current state of household food waste in V4 countries. Our own research was conducted using a consumer questionnaire. 593 Slovak consumers participated in the survey: 284 from Generation Z and 309 from Generation Y. We used statistical tests such as the Chi-square goodness-of-fit test, Chi-square test of independence, Mann-Whitney U test, and FORECAST.LINEAR function to estimate the future trend in food waste. Based on the study's objectives, we formulated 2 hypotheses; one was confirmed, and the other was not. The results indicate the existence of a value-action gap, i.e., a gap between values and behavior. Although Generations Z and Y are aware of the seriousness of food waste, in practice they often do not take action to mitigate the problem. Generation Y shows more signs of sustainable consumer behavior than Generation Z, without marketing being perceived as a significant influence on such behavior. The study's added value lies in its link between food waste and marketing communication.

Suggested Citation

  • Adriana Mateášiková & Dávid Takács & Ingrida Košičiarová & Zdenka Kádeková, 2026. "Generations Z and Y perspectives on food waste: The role of marketing communication on sustainable behaviour," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 21(2), pages 2-16.
    • Handle: RePEc:cub:journm:v:21:y:2026:i:2:p:2-16
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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • 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
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis

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