Exploratory Investigation of Consumer Consciousness in the Case of Food Purchase and Consumption

Abstract

Food waste refers to discarding food that could have been saved with a bit of caution. It can happen at any point in the food supply chain: during production and transportation, at retail outlets, and in our homes. In developing nations, food waste primarily occurs in the fields, post-harvest, and during processing due to inadequate technology. A central aspect of mindful eating habits is the relationship individuals have with the food they purchase and eat, and their efforts to minimize waste. The Food and Agriculture Organization estimates that about a third of all food produced is wasted before it gets to the consumer. A study by NEBIH researchers into the behaviors causing household food waste identified income, age, education, and location as key sociodemographic factors. Our theory suggests that consumer awareness during the buying process doesn’t significantly impact the quantity of food bought and consumed. More people discuss conscious buying decisions than actually implement them. This paper presents the findings of a preliminary study on the link between food purchases and consumer awareness, based on detailed interviews. These findings will form the foundation for future quantitative research that could offer a more comprehensive understanding of consumers’ mindful food buying and eating habits.JEL Code: M31