A Qualitative Study on the Consumer Behaviour Related to Food Waste: Romanian Perspectives through Word Cloud and Sentiment Analysis

Abstract

In emerging countries like Romania, research on food loss and waste remains relatively scarce. This is mainly because the phenomenon, along with its repercussions and ramifications, is inadequately understood by all stakeholders within the agri-food chain. Consumer behaviour, with a specific focus on sustainability and waste reduction, has undergone a noticeable transformation on a global scale. Researchers have been emphasising the imperative for effective awareness and education strategies in this respect. Diverse studies contribute valuable insights into household food behaviour, identifying possible drivers and suggesting counteractive techniques. This study poses inquiries about consumer feelings regarding the food waste phenomenon and perceptions of the Romanian agri-food chain, as well as the influence of education on their awareness and adoption of sustainable eating habits. The paper delineates the semi-structured interview-based methodology, shows results through word-cloud and sentiment analysis, and engages in discussions on consumer behaviour through four distinct clusters, concluding with limitations, managerial implications and outlining future research directions. The findings underscore the relevance of emotions and sentiments in understanding consumer behaviour, shedding light on the nuanced factors influencing food waste. Notably, the accuracy of interpretation is higher when drawn from interviews rather than online comments or reviews made by unknown individuals. This distinction increases the credibility of the insights gained from the qualitative study. By analysing consumer sentiments, the study aids in implementing strategies to improve customer satisfaction and reduce food waste, fostering a more sustainable and consumer-centric approach in the agri-food sector worldwide.