From the Shopping Basket to the Landfill: Drivers of Consumer Food Waste Behaviour

The European Union has set itself the goal of reducing food waste by half. Many EU countries have already met this resolution, including the Czech Republic. However, there is still room for improvement. Based on a study with 1,551 respondents, the key factors influencing household food waste both before and during the COVID-19 pandemic (winter of 2019 to the winter of 2021), can be identified. The results, based on the PLS-SEM approach, surprisingly show that the price of food does not have as great impact on the level of food waste as, for example, its characteristics or planning, which is part of consumers' purchasing behaviour. In addition, the consumer's attitude and better knowledge of the food waste, reduces food losses. Regarding the changes in the behaviour model during the COVID-19 pandemic, the causes of food waste remain decidedly similar, only during the pandemic do people focus more on the characteristics of food. Product features are an essential part of decision-making, especially for women, and their importance also increases for more educated people. Therefore, if the EU is to be successful in its efforts to reduce unwanted consumer behaviour, it is necessary to provide sufficient education as well as practical advice and tips on how to prevent food waste in households. Above all, it is necessary to teach consumers to plan their consumption correctly and to better estimate the amount of food they need while shopping, which should be a conscious decision rather than an impulsive one.