A survey with 848 consumers in a Northern European country (Denmark) suggests that segments of consumers identified by food-related behaviors have corresponding differences in food waste produced. For example, consumers’ food waste varies across different patterns of food-related lifestyle-dimensions, such as 1) cooking enjoyment, 2) food planning, 3) price orientation, 4) social relationships related to meals, and 5) food-safety concerns. The study presents possible macromarketing actions and policies targeting consumer segments to reduce food waste.

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