ISBN online: 978-80-7701-113-6 | DOI: 10.11118/978-80-7701-113-6

Metodika návrhu a realizace komunikačních intervencí pro snížení plýtvání potravinami u generace Z

Metodika schválená příslušným orgánem státní správy

Lucie Veselá (vedoucí autorského kolektivu)

The project TQ01000183, funded by the Technology Agency of the Czech Republic, focused on supporting changes in Generation Z’s behavioral patterns related to food management, with the aim of contributing to the reduction of household food waste.The project responds to the fact that young consumers are among the groups with the highest levels of food waste, despite simultaneously declaring a high degree of environmental responsibility. The main objectives were to identify the determinants of food waste, analyze the motivations and social interactions influencing the consumer behavior of Generation Z, design and evaluate the effectiveness of behavioral communication interventions, and translate the findings into a practically applicable methodology. The project employed a combination of quantitative and qualitative research methods. Questionnaire surveys, in-depth interviews, focus groups, diary studies, and repeated measurements of food waste through the analysis of mixed municipal waste at university dormitories were conducted. The project also included the modeling of social interactions using agent-based modeling, the implementation of the “Nebuď Trash” communication campaign, and the development of the Wasteless educational application. Their effectiveness was subsequently evaluated as part of an intervention experiment. The project results generated new insights into the causes of food waste among Generation Z and into the influence of social interactions, the retail environment, and behavioral determinants on food waste generation. At the same time, communication approaches with the greatest potential to influence the consumer behavior of this target group were identified. The findings were used to develop the Methodology for the Design and Implementation of Communication Interventions to Reduce Food Waste among Generation Z, which represents the project’s main applied output. The results can be utilized particularly by public administration bodies, municipalities, retail companies, educational institutions, and other organizations implementing preventive and awareness-raising activities aimed at preventing food waste generation.

Keywords: food waste, consumer, Generation Z, behavioral interventions

1. edition, online: 2026, publisher: Mendelova univerzita v Brně