Buy Three to Waste One? How Real-World Purchase Data Predict Groups of Food Wasters

Approximately one-third of all food produced for human consumption is either lost or wasted. Given the central position of retailers in the supply chain, they have the potential to effectively reduce consumer food waste by implementing targeted interventions. To do so, however, they should target distinct consumer groups. In this research, we use a unique data set comprising the grocery shopping data of customers who use loyalty cards, complemented with food waste reports, to derive three distinct target groups: traditionals, time-constrained, and convenience lovers. Based on the general behavioral change literature, we discuss diverse target group-specific interventions that retailers can implement to reduce consumer food waste. Overall, we pave a research path to examine how retailers and marketing can effectively shift consumer behavior toward more sustainable food and shopping practices and assume responsibility within the food supply chain.