While broader research indicates that about a third of all food produced for human consumption is lost or thrown away, co-authors Hongbo Liu (Anhui University, China) and Breda McCarthy (James Cook University, Australia) focussed on the motivations of a particular segment of the food market: those who self-identify as supporting sustainable living.
“While we didn't identify any who could be described as highly wasteful, these levels are significant in a group that supports sustainability,” Dr McCarthy said. “This might be explained partially by what is often called the green gap, which is the discrepancy between people's expressed values and their actions.”
The 334 people surveyed were predominantly female, relatively affluent, and well-educated. The researchers identified six distinct market segments: freshness lovers, vegetarian and organic food lovers, recycle/reuse advocates, waste-conscious consumers,…