Consumer Typologies in Household Food Waste: Evidence from Urban and Rural Households in Greece

This study aims to develop a consumer typology based on attitudes and behaviors related to Household Food Waste in both urban and rural households in Greece, where data are limited.A structured questionnaire was administered to 279 residents of the Municipality of Eordaia through face-to-face interviews using stratified random sampling.A two-step cluster analysis identified four distinct consumer types: "Ecologically Conscious" (31%), "Empirical" (20%), "Modern" (28%), and "Socio-Ecologically Conscious" (21%).These clusters represent various levels of environmental awareness, consumer habits, and the influence of rural background on food-related practices.Findings highlight that rural background significantly impacts consumer behavior regarding Household Food Waste.This typology provides a valuable framework for designing targeted interventions and policy measures to reduce Household Food Waste.Future recommendations emphasize integrating educational food waste programs into primary schools, alongside institutional and policy support to ensure their effective implementation.