Food Waste Behavior Among Greece Consumers: A Cluster Analysis

The issue of food waste results in significant environmental, economic, and social losses, necessitating immediate solutions for sustainable development. This study aims to segment Greek consumers from the Region of Central Macedonia. Data were collected through a survey conducted on a sample of 870 consumers. Consumer segmentation was performed using hierarchical cluster analysis, applying Ward’s method. Regarding the selection of the number of clusters to be formed, the decision was based on the sample size, considering a range of two to five clusters. The results indicate that Greek consumers are divided into two distinct groups. Future research could explore additional regional across Greece and examine targeted interventions to promote consumer behavior change towards reducing food waste.