Understanding Young Consumers' Food Waste Behavior: And How Retailers Can Nudge Them Toward Responsibility

Abstract

This thesis investigates the psychological and behavioral barriers to FW (FW) reduction among young consumers in Denmark, specifically targeting university students aged 18–30. Grounded in the Theory of Planned Behavior (TPB) and relevant extensions, the study examines how factors such as Attitudes, Moral Norms, Perceived Behavioral Control, and routine habits such as meal planning and leftover reuse affect self-reported FW behavior. Adopting a post-positivist approach and a deductive research design, the study collected data through a structured survey distributed to a sample of 141 young Danish consumers. The data were analyzed using both bivariate and multiple regression methods. The findings indicate that both psychological drivers and practical routines are significant predictors of reduced FW. The study contributes to the literature by combining theory-driven analysis with practical insights. It also applies the EAST framework (Easy, Attractive, Social, Timely) to suggest how supermarkets can support young consumers in reducing FW through targeted interventions. This dual focus, understanding behavior and informing real-world solutions, provides a comprehensive basis for future strategies to mitigate household FW among young consumers in Denmark.