Chapter 9: Gen Z Insights on Food Waste Reduction, Yellow Sticker Shopping, and Sustainability Communication

This chapter explores Romanian Gen Z’s attitudes, behaviours, and engagement with food waste reduction and yellow sticker shopping, focussing on their perceptions of food waste communication campaigns. Using an online survey of 2,792 respondents, the study examines food waste awareness, personal responsibility, purchasing behaviours, and communication strategies. Results indicate a high level of concern about food waste, yet a persistent intention-action gap, as many respondents attribute responsibility to external actors rather than themselves. Although price consciousness drives some purchasing of yellow sticker foods, concerns about quality, freshness, and social stigma remain significant barriers. Food waste campaigns have limited visibility among Romanian Gen Z, with many struggling to recall specific initiatives. While educational and emotional messaging resonates most, the influence of social media campaigns and influencers remains limited, suggesting a need for more targeted and action-oriented communication strategies. Findings also highlight that social influence, trust in food labelling, and digital engagement play key roles in shaping food waste behaviours, reinforcing the importance of interactive, consumer-driven messaging. The study recommends enhancing transparency in food expiration labelling, integrating food waste education into schools, leveraging influencer credibility, and using visually engaging, platform-specific content on social media to drive behavioural change. By addressing psychological, economic, and social barriers, policymakers, retailers, and campaign designers can develop more effective, data-driven strategies to promote sustainable consumption among Romanian Gen Z.