The significance of avoiding household food waste - A means-end-chain approach

Many humans suffer from hunger, while edible food is discarded. This study aims at showing the importance of avoiding food waste in households and its causes by applying the means-end-chain analysis. Additional the means-end-chain approach should be examined in how far the method is suitable to get insights towards this topic. Consumer backgrounds in terms of feelings and attitudes regarding food waste should be shown, with the particular question why food waste personally is important. The data collection occurred utilizing the hard laddering method within a quantitative online survey. The results indicate that avoiding food waste is important for the greater part of consumers, as many claim to have a bad conscience, seeing it as morally wrong and reprehensible to waste food. A sample breakdown of gender, age and income points differences among these groups in regards to psychological consequences and value systems. Financial and environmental aspects have a lesser impact on attitudes and feelings regarding food waste in households.