Study analyzes apps against food waste

The 14- to 24-year-olds, the so-called "Generation Z," attach great importance to the environment, climate protection and sustainability. However, they are at the forefront when it comes to food waste - a paradox. Myriam Staudacher, a graduate of the Marketing / Sales / Media (MVM) master's degree program at THI Business School, has written a master's thesis on this topic. In it, she analyzes how digital offers, especially apps, would have to be designed in order to sensitize Generation Z to the issue of food waste. Her thesis was so outstanding that she used it to write a study together with her supervisor Prof. Dr. Alexander Decker, Professor of Consumer Goods Marketing and New Media and head of the MVM Master's program. Now, the renowned German Journal of Marketing published the study.

"There are already numerous initiatives and companies in Germany aimed at preventing food waste," says Myriam Staudacher, explaining the approach of her study. Nevertheless, around 18 million tons of food waste are generated in Germany every year; around 55 percent of this is attributable to private households. "Young people in particular don't seem to realize that there is a connection between food waste and climate change," Staudacher says. Apps like "Too good to go," which are designed to curb food waste, have hardly been used by Generation Z so far.

Thus, Staudacher and Decker created guidelines in their study. These show providers of digital solutions functional and communicative ways to encourage 14- to 24-year-olds to make greater use of such apps.