A Trait-Based Consumer Segmentation for Food Waste Reduction Campaigns

Abstract

Background: While there is still hunger in the world, a significant amount of food is wasted, which harms the environment. This study focuses on food waste at the consumer level and investigates the role of personality traits on food-waste-aversion. Focus of the Article: Segmentation with personality traits for food waste reduction campaigns. Research Question: Is there a link between personality traits and food-waste-aversion? Are there any associations among consumers’ levels of food-waste-aversion, frugality, conscientiousness, and religiosity? Importance to the Social Marketing Field: Segmentation is a neglected marketing tool in designing campaigns against food waste. This study identifies possible market segments of social marketing campaigns against food waste. In addition, associations among food-waste-aversion and personality traits of conscientiousness, frugality, and religiosity are shown in this study. Methods: This study adopts a cross-sectional research design. A convenience sample of 301 consumers in Turkey is surveyed via an online questionnaire. Results: Results of Chi-Square Automatic Interaction Detector (CHAID) analysis indicate five distinct consumer segments, namely frugal believers, frugal seculars, conscientious individuals, casual females, and casual males. Moreover, positive associations (p < 0.001) among food-waste-aversion and personality traits of conscientiousness, frugality, and religiosity are shown. Recommendations for Research or Practice: This study provides a segmentation procedure with the trait perspective. Frugality, conscientiousness, and religiosity traits can play an essential role in food waste reduction. Targeting individuals with communications fit with their personality is likely to increase the success of food waste reduction interventions. Limitations: Due to a lack of behavioral data, this study investigates food waste at the attitudinal level. Further study could use behavioral measures. In addition, the majority of participants in the survey are Muslim. In order to validate research findings across different cultures, it should be carried out in other countries.