Segmenting generation Z’s attitudes towards food rescue in Budapest, Hungary : a Q-methodology study

Abstract

Food waste remains a major sustainability challenge worldwide, driving interest in innovative solutions such as digital food rescue platforms. This study explores Generation Z consumers’ perspectives on food rescue technologies, food-related routines, and sustainability practices in Budapest, Hungary. Using Q-methodology, four distinct consumer groups were identified: Open-minded Sustainable Explorers, Sceptic and Conscious Meal Planners, Conservative Habitual Quality Advocates, and Adventurous Food Enthusiasts. This typology reflects diverse motivations, including ethical values, planning orientation, and habitual behaviour. The findings highlight how trust, planning habits, and openness to novelty shape the use of digital food platforms for waste reduction. By applying Q-methodology, this research demonstrates the value of capturing nuanced consumer perspectives beyond binary “green” versus “mainstream” distinctions, offering practical insights for targeted interventions and platform design. The study contributes to the underexplored intersection of food rescue, sustainability, and digital consumer behaviour among Generation Z.