Generation Z values environmental sustainability but their attitude toward food often contradicts this. The generation is still learning how to reduce food waste, according to the research project Wasteful Generation.
At the same time, members of Generation Z tend to waste more once they become independent from their parents, but finances and convenience also play a significant role.
The Wasteful Generation research project aims to explore Generation Z’s attitudes toward food waste and consider possible solutions. The study found that the main issue for this generation is throwing away food after moving out from their parents’ homes. While living with their parents, Generation Z members throw away an average of 30 grams of food per day. However, after they move out, this amount more than doubles to 66 grams per day.
Additionally, Generation Z wastes less food when there are more people living in the same household, even if they are peers. On average, households with one member of Generation Z waste 75 grams of food per day, while households with two members waste 44 grams, and households with five members waste 22 grams. Previous research showed that Generation Z wastes much more food than previous generations.
Ongoing research indicates that food sustainability concerns are less important to the younger part of this generation. “They expect household management, farming, and food organization to become more serious issues later, when they become independent and start their own families,” says researcher Kateryna Rohanová from INESAN.
The three-year project, which began last year and will conclude in 2026, aims to reduce food waste. “Generation Z can become a key driver of sustainable development. The goal of all activities is to support this potential and inspire young people to behave more responsibly,” says project leader Lucie Veselá from the Faculty of Business Administration and Economics at Mendel University. Researchers also note a mismatch between Generation Z’s awareness of sustainability and their actual behavior. Instead of focusing on waste itself, they pay more attention to waste recycling or health. “Generation Z understands the importance of sustainability, but it is difficult for them to follow through,” says Veselá.
When it comes to food waste, fruits, vegetables, and baked goods are most often thrown away. Interviews with Generation Z members revealed that the main reasons for waste include poor shopping organization or improper planning of food preparation and consumption. “They also often cite societal consumer attitudes, convenience, or even laziness as reasons,” added Veselá. Thus, for Generation Z, finances or convenience are often key factors in decision-making. Although they save time by making larger but less frequent purchases, they end up wasting more food.
