Consumer Segmentation Based on the Level of Fruit and Vegetable Waste and Selected Elements of Sustainable Consumption

Food waste presents a significant challenge to sustainable development, resulting in annual economic losses of more than USD 1 trillion. It contributes to 8–10% of global human-caused greenhouse gas emissions and accounts for nearly 30% of agricultural land use. Households are responsible for over half of this waste, with fruits and vegetables being the most frequently discarded items. This highlights the urgent need to promote sustainable consumption habits. This 2024 study surveyed a sample of 923 individuals who consume at least one of four categories: fresh fruits, fresh vegetables, processed fruits, or processed vegetables. It used cluster analysis to segment consumers based on the amount of food waste and fruit and vegetable losses. Three distinct segments were identified. Cluster 1 (Proactive despite declaring a desire to limit waste, this group reported the highest perceived levels of waste. This is partly explained by the reverse sunk cost fallacy, where produce from own cultivation is devalued due to the absence of a market price. The findings emphasise that food waste is not a monolithic phenomenon but results from diverse behavioural deficits. The results provide a foundation for tailored behavioural interventions (nudges) and educational strategies to enhance food management skills and contribute to the achievement of sustainable development goals (SDGs).