More food is wasted at home than anywhere else in the supply chain, and a new study has highlighted how attitudes and habits among Generation X and Millennials influence the amount of food they discard. Researchers found that while both groups are aware of the financial and environmental costs of waste, their behaviours remain largely unchanged, with social influences and media messaging having little impact on their habits. The findings were published in the journal Scientific Reports.
The study, which surveyed 1,665 individuals, revealed that planning routines, price consciousness, and ecological motives are key factors that determine whether a person is likely to reduce waste. Those who carefully plan their shopping, consider the cost of food, and have strong environmental values are more inclined to minimise waste in their households. However, celebrations, unplanned events, and a lack of personal responsibility contribute to higher levels of food being discarded.
One of the most striking findings was that external influences, including friends, family, and social media, have little effect on individuals’ food-wasting behaviour. This suggests that traditional awareness campaigns may not be effective in changing habits. Instead, the study recommends targeted programmes that focus on strengthening environmental and ecological awareness, particularly among the main breadwinner groups in society.
Generation X, typically defined as those born between 1965 and 1979, was found to be more financially aware and more likely to plan their meals carefully. Millennials, born between 1980 and 1994, were found to waste more food, particularly in the form of leftovers, dairy products, and processed meat. However, when it came to discarding fresh fruit and vegetables, both generations displayed similar behaviours.
The study also found that food waste is heavily influenced by external circumstances, with holidays and celebrations leading to increased disposal of food. Unexpected events, such as last-minute changes in dining plans, were also linked to increased waste as households struggled to adjust their food consumption accordingly.
Another significant factor was the concept of blaming others for food waste. Those who viewed food waste as a broader societal issue rather than a personal responsibility were less likely to take steps to reduce their own waste. This aligns with previous research showing that a lack of individual accountability leads to higher waste levels at the household level.
The findings suggest that effective intervention strategies should focus on enhancing individuals’ intrinsic motivations rather than relying on external influences. Strengthening financial awareness and promoting careful meal planning could be more effective than traditional advertising campaigns. Additionally, emphasising the impact of food waste on future generations and the planet’s sustainability could encourage both Generation X and Millennials to adopt more responsible consumption habits.
With the EU wasting more food than it imports, addressing household food waste is becoming an increasingly urgent priority. The study highlights the need for practical solutions that account for behavioural patterns rather than relying on broad awareness campaigns that may not drive meaningful change. For policymakers and campaigners, the focus should be on equipping households with the tools and knowledge to make more sustainable choices, ensuring that reducing waste becomes a deeply ingrained habit rather than an external obligation.
