Identification of a main target group for consumer food waste prevention in Austria

International studies emphasize that households are the largest contributor to food waste along the value chain. A representative survey on seven topics (purchasing patterns, attitude towards environmental issues and food waste, theoretical and practical knowledge about food waste, handling of food, amount of food waste in the household and demographics) was conducted in Austria to identify the main target group for consumer food waste prevention interventions. Using k-medians clustering, out of four segments one hot-spot segment was derived with high waste amounts and low knowledge and food management skills. It could be shown that food waste prevention should be tailored to young families with children. Messages should focus on well-known food management issues like checking stock at home, using a shopping list, being resistant against offers and coordination of purchase with other household members as well as on the handling of leftovers from ordered food and ready meals. More consideration must be given to how and where members of the hotspot cluster can best be reached.