Generation Z, meaning people born between 1995 and 2010, wastes food according to their estimates more than the previous generation, a total of 43.4 grams per person per day. This number drops almost by half for young people living with their parents. These and other findings emerged from the first year of research in a three-year project focused on reducing food waste among Generation Z. The initial data is being compared by researchers from Mendel University in Brno in collaboration with researchers from the University of Economics in Prague.
The results of the project, which is supported by the Technology Agency of the Czech Republic, provide valuable insights into how food waste changes when young people become independent and no longer remain under parental supervision, as well as how their behavior impacts the structure of mixed municipal waste. At the beginning of the research, an extensive survey was conducted, which is now being supplemented with the results of mixed municipal waste analyses collected from ten university dormitories across the Czech Republic continuously from the autumn of 2023 until this spring, as well as from diary surveys. “The students were not aware that their waste was being collected and analyzed in detail, and it is precisely because of this that we have unbiased data and a clear understanding of the actual behavior of this generation,” said Lucie Veselá, project leader from the Faculty of Business and Economics at Mendel University.
The diary surveys, where respondents recorded what food waste was generated during the day and its exact amount, were also completely anonymous. “Financial and material support from companies such as Albert, Kaufland, Alza, and Nestlé was crucial for conducting the diary surveys. Thanks to them, we were able to generously reward the respondents, which was indispensable for obtaining a balanced target group, thereby ensuring the correct methodology. This enabled us to capture not only enthusiasts interested in the topic of food waste but also the entire broad spectrum of Generation Z,” added Veronika Mokrejšová from the Faculty of International Relations at the University of Economics in Prague, whose scientific team was responsible for the diary surveys.
Waste analysis focusing on biological waste from dormitories was carried out by GREEN Solution. “The waste analyses indicate a higher level of waste, precisely 43.4 grams per person per day, compared to what Generation Z representatives reported in diary surveys (30.0 grams). When we focus on the amount of wasted food that this generation estimated in the survey, it was found that those living with parents reported an average of 38 grams/person/day, while those living independently in dormitories estimated 59 grams per person per day. This finding is consistent with the results from the diary surveys. Given that students in dormitories do not consume all their meals and do not spend most of the day there, this is a relatively high value, which we will now further investigate,” clarified Lucie Veselá.
Sampling took place at each dormitory in three terms (spring, autumn, and winter), with summer intentionally excluded since students do not reside in dormitories during these months. The largest amount of wasted food was produced in autumn (20.7% of the structure of mixed municipal waste). The most wasted items were fruits and vegetables, followed by bakery products. The survey also indicates a higher level of food waste among students living independently compared to their peers living with parents or in other types of households. “Food waste per person also increases as the number of household members decreases,” added Veronika Antošová from the Faculty of Business and Economics at Mendel University.
However, a major surprise for the researchers was the composition of dormitory waste itself, which showed that dormitory students sort very little compared to households (plastics, paper, and glass). Households typically dispose of about 10.0% plastic and 6.8% paper in mixed municipal waste, while in dormitories, it was 17.1% plastic and 12.1% paper, which is almost double. Researchers will also seek to answer this question.
This month, the communication campaign “Don’t be Trash” was launched on social media, and educational lectures focused on food waste will be held at selected universities across the Czech Republic. Measurements of waste amounts at dormitories will continue, and researchers will monitor whether the interventions lead to a change in behavior towards more sustainable food handling. In the project’s final year, the interventions will be stopped, and researchers will observe whether the campaign had a longer-term effect. The results obtained from the project are crucial for future research and strategy development aimed at reducing food waste in Generation Z.
The three-year research project began in September 2023. Project partners include the University of Economics in Prague, Charles University in Prague, GREEN Solution s.r.o., and INESAN s.r.o.
Contacts for more information:
Ing. Lucie Veselá, Ph.D., Faculty of Business and Economics, Mendel University in Brno, lucie.vesela@mendelu.cz, +420 604 375 757
Ing. Veronika Mokrejšová, Ph.D., University of Economics in Prague, veronika.mokrejsova@vse.cz, +420 731 626 014