ISBN online: 978-80-7701-114-3 | DOI: 10.11118/978-80-7701-114-3

Souhrnná výzkumná zpráva projektu TAČR č. TQ01000183 – Podpora změny behaviorálních vzorců generace Z a návrh intervencí k prevenci plýtvání potravinami včetně hodnocení jejich impaktu

Lucie Veselá (a kol.)

This summary research report outlines the implementation and findings of project TQ01000183, supported by the Technology Agency of the Czech Republic, which focused on promoting changes in Generation Z’s behavioural patterns to reduce household food waste. It addresses food waste, the motivations and social interactions influencing this generation’s consumer behaviour, and the design and impact assessment of behavioural communication interventions. The report presents research combining questionnaire surveys, in-depth interviews, focus groups, diary studies, and repeated measurements of food waste through analyses of mixed municipal waste at university halls of residence. It also covers the simulation of social interactions using agent-based modelling, the implementation of the “Nebuď Trash” intervention campaign, and the development of Wasteless, an informational and educational tool. The findings provide insights into the causes of food waste among Generation Z and the influence of social interactions, the retail environment, and behavioural determinants on food waste generation. They also identify communication approaches with the greatest potential to influence consumer behaviour within this target group. These insights formed the basis for developing a methodology for designing and implementing communication interventions to reduce food waste among Generation Z. The report provides an evidence base for public authorities, municipalities, retail companies, educational institutions, and other organisations working in food waste prevention.

Keywords: ood waste, consumer, Generation Z, behavioural patterns, behavioural interventions, communication interventions, impact assessment

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