Educational campaigns as a tool to support conscious consumer purchases to minimize food waste: an investigation among a selected social group in Poland

• Autorzy: Wojciechowska-Solis Julia , Śmiglak-Krajewska Magdalena , Jarossová Małgorzata Agnieszka

Identyfikatory

DOI

10.34659/eis.2025.93.2.1078

Warianty tytułu

PL

Kampanie edukacyjne jako narzędzie wspierające świadome zakupy konsumentów w celu zminimalizowania marnowania żywności: badanie w wybranej grupie społecznej w Polsce

• Języki publikacji: EN

Abstrakty

EN

The purpose of this study was to determine the causes of food waste at the lowest level, i.e. in the household, and to determine the most effective information channels for educational campaigns that provide consumers with ways to minimise this phenomenon. The study was based on a survey questionnaire developed by the authors and administered to a total of 1384 respondents. The statistical analysis, including descriptive statistics and the ANOVA test, was performed with the use of Statistica 13.3 PL. Also used were linear regression statistics. The study provided a basis for the conclusion that Generation Z consumers, who participated in the study, perceive the information contained on the label as relevant and important at the time of purchase. Specifically, consumers checked the product's ingredients, expiration date and price. As the main reason for food waste in households, consumers indicated that they do not track the expiration dates of purchased products when found again in the kitchen, and are already past their best-before date. The respondents identified as the key information and educational channels that contribute to raising consumer awareness: web pages run by institutions, bloggers/influencers, experts, social media, and, as the least important one, TV programs.

PL

Głównym celem niniejszej pracy była identyfikacja zachowań konsumentów w zakresie marnowania żywności oraz identyfikacja najbardziej skutecznych kanałów informacyjnych dla kampanii edukacyjnych, które dostarczają konsumentom metod minimalizacji tego zjawiska. Badanie przeprowadzono z wykorzystaniem autorskiego kwestionariusza ankietowego. W badaniu wzięło udział 1384 respondentów. Analiza statystyczna, obejmująca statystyki opisowe oraz test ANOVA, została wykonana przy użyciu programu Statistica 13.3 PL. Wykorzystano także metody regresji liniowej. Badanie pozwoliło na sformułowanie wniosku, iż konsumenci z pokolenia Z, którzy wzięli udział w badaniu, postrzegają informacje zawarte na etykietach jako istotne i ważne podczas dokonywania zakupów. W szczególności sprawdzają oni skład produktu, datę ważności oraz cenę. Jako główną przyczynę marnowania żywności w gospodarstwach domowych respondenci wskazali fakt, że nie śledzą dat przydatności do spożycia zakupionych produktów, które następnie znajdują się w kuchni i często są już po terminie ważności. Respondenci wskazali kluczowe kanały informacyjne i edukacyjne, które przyczyniają się do zwiększania świadomości konsumentów: strony internetowe prowadzone przez instytucje, blogerzy i influencerzy, eksperci, media społecznościowe oraz – jako najmniej istotny – programy telewizyjne.

Słowa kluczowe

EN

young consumer; purchasing decisions; food waste; education campaign; information channel; labeling information

PL

młody konsument; decyzje zakupowe; marnowanie żywności; kampania edukacyjna; kanał informacyjny; informacje na etykietach

• Wydawca: Polskie Stowarzyszenie Ekonomistów Środowiska i Zasobów Naturalnych
• Czasopismo: Economics and Environment
• Rocznik: 2025
• Tom: No. 2
• Strony: art. no. 1078
• Opis fizyczny: Bibliogr. 68 poz., tab.

Twórcy

autor

Wojciechowska-Solis Julia

• University of Life Sciences in Lublin, Akademicka Street 13, 20-950 Lublin, Polska

• https://orcid.org/0000-0002-4634-0241

autor

Śmiglak-Krajewska Magdalena

• Poznań University of Life Sciences

• https://orcid.org/0000-0001-9984-6599

autor

Jarossová Małgorzata Agnieszka

• Bratislava University of Economics and Business

• https://orcid.org/0000-0003-2006-8339

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