Investigating European and Asian Guests’ Understanding of Food Waste in Stravinsky and China Tuin Buffet Restaurants of Twente Region in the Netherlands

Abstract

Food waste is a global challenge that negatively affects the economy, society, and environment. One of the main contributors to this problem is the hospitality industry. Factors like culture, social norms, restaurants, and economic and personal aspects contribute to this. This research looks at the different understandings of European and Asian guests on food in two buffet restaurants, namely Stravinsky and China Tuin, based in the Twente area of the Netherlands. The project will explore guests’ actions, attitudes, and consciousness regarding food waste. The study will employ a qualitative approach to gain valuable insights into consumers’ understanding of food waste. Moreover, NVivo software will be used as a thematic analysis tool to facilitate wider scrutiny of interview data. Therefore, it will provide more practical recommendations on reducing food waste in the hotel industry.

Chapter 1

 1.0 Introduction

Food waste is a global problem that affects economies, social welfare, and the environment. Nowadays, the catastrophes caused by this issue have been getting severe and diverse, thus alerting and prompting not only specific sectors but also the whole society to take care of the adverse impacts. As more research continues to be undertaken, it is evident that there is a need to conduct a detailed investigation of the root cause and appropriate measures needed. As such, the Chens et al. research paper (2020) shows that food waste accounts for $2.6m losses each year. Additionally, food leads to hunger and malnutrition. According to recent research by Higuera-Ciapara et al. (2020), approximately 20 million people globally suffer from hunger yearly.

Moreover, food waste results in global warming due to releasing a greenhouse gas known as methane after organic waste breaks down. However, although the scale of food waste is a worldwide issue, the pattern of food waste is significantly complicated and differs greatly from society to society and region by region (Beretta & Hellweg, 2019). In this research, the understanding of the Europeans and Asians living in the Netherlands on the food waste discourse in Stravinsky and China Tuin buffet restaurants is investigated. The study aims to uncover European and Asian guest understanding by conducting qualitative research investigating their diverse cultural, social, economic and personal aspects of food waste. By presenting the European and Asian guests’ knowledge of food waste in AYCE buffet restaurants in the Netherlands, this study seeks to generate knowledge and insightful contributions that the private sector can use to rehabilitate systems, policies and interventions essential in mitigating food waste.

1.1 Background of the Study

Food waste is an emerging global problem cutting across various industrial sectors, thus resulting in severe economic, social, and environmental impacts. According to the World Economic Forum, the annual cost of food waste is around $9.36 billion annually, of which 12% of this amount can be used to end hunger worldwide. (Dhanker, 2023). According to statistical Analysis provided by the UN Food and Agriculture Organization, around 1.3 billion tons of food produced for human consumption is wasted. The statistics are equivalent to a third ratio of global food production (Dhanker, 2023). The Netherlands is ranked as the fifth most significant contributor of food waste in European Union states (Focker, 2022).

In their research, Beretta and Hellweg (2019) found that 13% of the edible waste produced by the Netherlands corresponds to 105-152kg per capita annually. The Food Waste Reduction Alliance in the United States indicated that 37% of food waste is produced due to food services in Restaurants (Rösler et al., 2021). The unprecedented supply-demand ratio, plate waste, buffet leftovers, employee conduct, and the restaurant’s culture influence the enormous food waste in the buffet. Due to this emanating issue, some Buffet restaurants have now developed as standard fare for generous portions and unnecessary food options (Beretta & Hellweg, 2019). However, most restaurants have not adopted safety measures to reduce food waste.

1.2 Context of the Study

The research will occur in the Twente region of Overijssel province in the Netherlands. This area suits the research as many buffet restaurants serve various dishes. A good example is the Stravinsky and China Tuin buffet restaurants, which host guests of various origins, such as Europeans, Asians, Arabs and Africans (Porpino et al., 2019). Specifically, China Tuin Restaurant is a Chinese-origin restaurant located in the Twente area, which serves over 30 fresh foods catering for people from diverse origins. Similarly, the Stravinsky is a European buffet restaurant offering various meals, cuisines, and special diets that cater to European and Asian guests. Both hotels are strategically located in the area, making them suitable and an excellent choice for European and Asian guests (Porpino et al., 2019). However, these restaurants contribute a significant proportion of food waste. Despite several studies conducting detailed research on food waste, understanding why food waste occurs in these buffet restaurants in the Twente region still needs to be explored, thus prompting the need to research this particular area.

1.3 Purpose of the Study.

This study explores the different Asian and European understandings of food waste in Stravinsky and China Tuin Buffet restaurants in the Twente region of Overijssel province. The study will adopt a qualitative research design incorporating interviews to understand the various factors influencing the varying guest food waste, thus immensely contributing to the existing limited research.

1.4 Objectives of the Research

The objectives of conducting this research are to:

1. Explore the level of European and Asian guests’ awareness of food waste and sustainability in restaurants.
2. Compare the understanding of European and Asian guests on food waste in restaurants

iii. Provide vital recommendations to restaurant managers and owners based on the findings of this study.

Chapter 2: Literature Review

2.0 Introduction

This chapter entails a detailed overview of food waste in the hospitality industry, focusing on buffet restaurants. Additionally, the chapter details the diverse guests’ understanding of food waste depending on several aspects such as culture, social norms, restaurants, and economic and personal factors.

2.1 Food Waste in the Hospitality Industry

Food waste is a complex and ongoing problem that negatively affects industries and governments worldwide. From a previous study by Sethi et al. (2020), it has been estimated that food waste is approximately 1.3 billion tonnes a year, thus costing the world about $1 trillion annually. For instance, approximately 8.3 tonnes of food are wasted in the United Kingdom, while an estimated 1.3 million tonnes are lost in Australia (Higuera-Ciapara et al., 2020). On the other hand, food wastage in New Zealand causes the government to incur approximately $568 million lost (Higuera-Ciapara et al., 2020). Similarly, in India, a developing country, food wastage amounts to about 45.35 tonnes, costing the country around INR$ 440 billion (Sethi et al., 2020). Further, a recent study ranked the Netherlands as the fifth-world country in the European Union, with an average food waste of 161 kgs per person (Focker, 2022). This makes food wastage to be a global problem.

Food waste in restaurants significantly contributes to the overall global food crisis. In Europe, nearly 20% of the food produced and around 173 kg is wasted (Focker, 2022). For instance, in Denmark, the hospitality sector contributes around 55% of the total food waste; in Sri Lanka, it is about 79 %( Higuera-Ciapara et al., 2020). Similarly, the hospitality sector in Italy contributes to around 21% of the total food waste. Food waste is often associated with buffet restaurants compared to cafes with minimal waste (Higuera-Ciapara et al., 2020). This is because food wastage can happen at any time after the required ingredients arrive in the kitchen of a large hospitality business. In particular, food waste in buffet restaurants occurs due to being spoiled, ineffective organization, or even over ordering by guests. This massive food loss further calls for developing more efficient and strategic ways of curbing the dire situation.

2.2 Food Waste in Buffet Restaurants

The food waste many restaurants generate results from multiple contributors’ interactions. One such reason is the widespread and concerning need for greater awareness and knowledge among restaurant owners and managers regarding the significant financial benefits that can be gained from implementing food waste reduction strategies (Filimonau et al., 2020). As highlighted by Wu (2023), the implementation of sustainability principles is greatly hindered by knowledge gaps among restaurant managers. According to Wu’s research, many restaurateurs still need to learn about the significant cost savings that can be achieved by actively adopting waste reduction measures (De Visser-Amundson & Kleijnen, 2019). However, a lack of knowledge of the financial benefits of minimizing food waste makes the restaurant managers and owners unwilling to invest their effort, time, and finance projects to curb the situation.

Likewise, control issues in operating procedures are another contributor to food waste. These difficulties include anticipating consumer demand, dealing with seasonal changes, excess inventory, and failing to reduce plate waste. These operational nuances highlight the demand for an all-encompassing strategy, considering the changing nature of consumer preferences and consumption trends (Mattila et al., 2020). According to Fasting (2019), many buffet restaurants are sourced weekly for high food waste compared to weekends when food waste is very little. This results in overproduction, driven by the need to supply, as there are high probabilities of orders arising.

Moreover, many restaurants need better food waste tracking abilities and proper monitoring systems. This is due to the challenges that arise when addressing and identifying the areas of food waste, thus complicating the issue (Fasting, 2019). Moreover, there is a high occurrence of errors while preparing and ordering food. These further result in food being taken back and discarded, translating into increased exposure of food waste to the environment.

2.3 Guest Attitude and Behaviour towards Food Waste

Different guests portray diverse attitudes and behaviors toward food wastage. In addition, their understanding of the problem varies across individuals. For instance, in their research on customer attitudes towards food waste, De Visser-Amundson and Kleijnen (2019) observed that most customers think food waste should be avoided because it demonstrates corporate inefficiency and environmental ignorance. Additionally, it was found that consumers could also engage in behaviors that result in food waste due to several factors, such as cultural practices, social norms, restaurant aspects, and economic and personal reasons.

2.3.1Cultural practices. Specifically, cultural practices significantly influence food waste behavior. Culture refers to a collective concept of shared beliefs and customs. Values and traditions of a particular society or group. (Porpino et al., 2019). From a perspective of cultural impacts, the way people eat, their consumption style, and restaurant behavior regarding waste disposal are all cultural factors (Ruslin et al., 2022). For instance, from current research by Russel et al. (2020), it was found that there were varying cultural perceptions regarding food expectations, size, and processing practices between Asian and European guests when taking meals in buffet restaurants. ). For instance, in Asia, food is symbolic. In a recent study by Juvan et al. (2021), Asians were found to have communal dining and sharing, indicating why they are always conscious of food waste practices.

Additionally, different cultures exhibit different understandings towards food waste. In some cultures, not all food waste is considered unacceptable. For instance, in Denmark, dishes are primarily centered around meat, making it more culturally acceptable to throw away foods that are thought to be of low status, such as vegetables and bread (Porpino et al., 2019). Similarly, in Abu Dhabi, it is inappropriate to finish all food served on one’s plate (Porpino et al., 2019). Further, various cultural contexts tend to shape people’s eating behavior. For instance, Europeans tend to prefer to dish fresh and locally available vegetables,

2.3.2 Social Norms. These refer to unwritten expectations and rules on how people ought to behave in different scenarios. Social norms are usually considered injunctive and descriptive (Higuera-Ciapara et al., 2020). Injunctive norms typically pertain to an individual’s perception of what others consider appropriate (socially acceptable). On the other hand, descriptive norms refer to one’s perception of what is commonly practiced and done by different people. Social norms are developed through three primary sources: observing other people’s behavior, indirect and direct communication, and self-knowledge.

According to research conducted in the Netherlands on consumer food waste sharing from 2010 to 2022, it was found that Dutch communities wasted about 33.4 kg of food per person each year (Russell et al., 2020). Conversely, in their research, Liang et al. (2021) found that Asians were more conscious about wasting food. Similarly, the study found that European guests are more mindful of their consumption habits as society dictates. Moreover, the research found that the Dutch were more engaged in green consumer and energy-saving behaviors. It was discovered that Dutch women were more optimistic about saving energy than men; however, they seemed to have the same understanding as men regarding green consumer behavior. Contrastingly, Asian women have a strong belief in pro-environmental behavior and are more concerned with the impacts of climate change.

In their study on American sentiments on food waste, it was found that 53% of the respondents agreed that there are actions they can implement to tackle the food waste issue. In comparison, 23% said there is little they can do to reduce the food they throw away while dining in hotels (Fasting, 2019). Additionally, Fating found that 71 % of the respondents reported feeling guilty whenever they threw food away. Furthermore, 60% perceived guilt as one of their critical motivators for reducing plate waste (Fasting, 2019). Moreover, the study found that lowering environmental impact was the weakest motivator for reducing food waste. Contrastingly, research by Liang et al. (2021) found that 87 % of Europeans focus more on reducing their environmental footprint, thus raising a question about the extent of minimizing food waste as they try to conserve the environment. Further, the research outlined that Europe and Asia use posters to encourage its population to reduce food waste (Hohm et al., 2021). This was found to have a more significant social impact as people started minimizing food waste.

2.3.3 Restaurant Aspects. Additionally, restaurant aspects such as formal and buffet dinners influence visitors’ perception of food waste. This is to the guests’ discernable food consumption and restaurant waste production. They also include serving size and disposal of leftovers (Liang et al., 2021). In most cases, guests overspend and leave plates wasted because they view buffets as abundant, thus need more personal responsibility for their consumption (Porpino et al., 2019). Generally, the research highlighted that about six per cent of the food served on a single plate in buffet restaurants is not eaten. According to research by Juvan et al. (2021) in the Netherlands, Asian buffets usually comprise a large variety of dishes served in small portions.

On the other hand, a European buffet usually consists of locally sourced and fresh ingredients with clear labels and control measures. Similarly, Buffet dinners with plates tend to watch 135% more food than buffet restaurants with smaller dinner plates (Russell et al., 2020). This is because large plates tend to encourage guests to serve more as the plate can accommodate more.

Similarly, previous research in the UK found increased food waste among people below 45 years old, from low social class, and employed full-time (Porpino et al., 2019). Further, families with kids below 15 years were found to waste more food as most children tend to be dissatisfied with the taste of food and are served massive amounts that they cannot finish whenever they visit restaurants. Further, Russell et al. (2020) research reported that many guests throw away old and tasteless food that can still be eaten. This is explained by their rooted perception of food quality and safety, which affects food waste decisions.

2.3.4 Economic Factors. Economic factors significantly affect food waste in restaurants. Previous works by Porpino et al. (2019) found that low-income guests tend to be more conservative in their spending patterns on food. They tend to prefer to intake small quantities based on their body demands, (Wiriyaphanich., 2020). However, from the self-regulatory model, economic and psychological scarcity is believed to activate a feeling of not being in control, thus leading guests to engage in control restoration through their spending patterns (Ruslin et al., 2022). Additionally, the model proposes that this mechanism results in seeking novelty through serving massive amounts and trying out new dishes, resulting in more food waste. Similarly, Liang et al. (2021) found that economic hardships usually activate one’s sense of control and security. This tends to trigger a person’s spending patterns, increasing their efforts to reduce food waste.

According to a recent survey, many consumers are highly concerned with the financial costs of wasting food. From the qualitative research, 89% of the respondents cited saving money as the primary motivating factor for engaging in waste reduction matters, as throwing away food could translate to wasting money (Rösler et al., 2021). Consequently, many consumers underestimate the potential savings of wasting less on food. However, only 33 % of consumers in the USA believe that they can save at least $1500 annually by minimizing food waste.

2.3.5 Personal Factors. People usually eat for hunger (Metabolic) and enjoyment (Hedonic). When people are hungry, they tend to overserve, thus resulting in more plate waste. Similarly, eating for hedonic reasons positively correlates with food intake and Fasting (Porpino et al., 2019). Usually, the first breakfast served by guests at a new restaurant is affected by two reasons, thus resulting in more plate waste (Campbell et al., 2020). Similarly, a serving during the first visit to a buffet restaurant is driven by hedonic motives, as the intention is to explore the different dishes offered. In this case, guests find food items they do not like, thus increasing food waste.

Similarly, the taste of food, smell and appearance significantly influences the amount of food waste. Buffet dishes that tend to be unattractive are usually less served, thus resulting in more food waste (Liang et al., 2021). Moreover, a higher level of education is linked with more food waste awareness. This results in less food waste as people are more conscious of reducing it. In a study conducted in Denmark, it was found that gender, employment status, and age have an impact on food waste (Porpino et al., 2019). Further, guests trying to control their weight are more conscious of the food they take. This results in them serving proportions that satisfy their fill, thus wasting less food.

.Chapter 3- Project Definition

3.0 Introduction

This chapter discusses the conceptual model, which includes a clear statement of the concepts and hypotheses discussed in the literature review section.

3.1 Conceptual Model

This model plays a critical role in providing essential insights into how various variables, such as economic influences, culture, social norms, restaurant, and personal influences, interact with the phenomenon of food waste in buffet restaurants. In the case of the Netherlands, considering both European and Asian guests is imperative as they have varying cultures, which further influence their understanding on food waste. Generally, European guests adhere to environmental consciousness and sustainability as they minimize waste (Liang et al., 2021). This makes it more likely for them to view food waste as a critical issue, given that Europe is a country that strongly emphasizes carbon footprint reduction and promotes circular economy operations. In this case, European guests will likely be more mindful of their consumption habits as society dictates (Ruslin et al., 2022). On the contrary, the availability of locally sourced and fresh ingredients is more likely to trigger the European quests to overserve, as they tend to prefer more fresh foods, thus resulting in more food waste.

On the other hand, Asian guests have their perspectives on food waste, which are influenced by their cultural practices and attitudes. Given that Asia food has a communal and symbolic significance, the guests are more likely to be more conscious of wasting it (Liang et al., 2021). The social pressures to avoid wasteful behaviors will help them avoid food waste. Regarding dining, Asian guests are more likely to prioritize resourcefulness as they may view food waste as disrespecting the efforts put into producing it. They are more likely to respect the diverse culinary traditions, thus promoting sustainability. However, there is still a likelihood of Asian guests wasting food since buffet restaurants have a large variety of dishes in small portions, which might trigger overserving. Similarly, by setting up more buffet joints in restaurants, there will be more food waste, as people tend to overserve themselves. Generally, its normal that many guests tend to overserve themselves during their first meal in the hotel as they may either be hungry or want to test out the type and taste of culinary served in the restaurant. Similarly guests with a culture of saving money or even are experiencing economic hardships will tend to be more conscious of food waste, unlike those who do not.

3.2 Problem Statement

Food waste is becoming a worldwide issue that negatively affects the economic, environmental, and social markets. The Twente region in the Netherlands, where the China Tuin and Stravinsky buffet restaurants are located, has a diverse customer base of European and Asian customers (Porpino et al., 2019). Although there is no doubt that the institutions and responsible organizations have gone a long way towards reducing food waste, there exists a limited understanding of the cultural, personal and social perspectives informing the beliefs and behaviors of the people enjoying these places. The European and Guests perspectives on food waste in this region is yet to be explored. This knowledge gap has further hindered the formulation of practical strategies and methods that are compatible and used to handle the issue in this region.

3.3 Hypothesis

Through this study, the following hypotheses will be tested:

Hypothesis 1 –European Guests overserve themselves when fresh foods are put in buffet set-up points.

Hypothesis 2 – Asian guests generate more food waste when there is an increase in the number of people in a dining area.

Hypothesis 3- European guests practice more food waste reduction measures when dining in buffet restaurants

Hypothesis 4- More buffet set-ups in restaurants result in more food waste

Hypothesis 5- Guests who love saving money prioritize serving their plates with foods they can finish.

Hypothesis 6 Both Asian and European Guests experiencing economic hardships will significantly practice more leftover management and portion control measures.

Hypothesis 7- Guests will overserve themselves during the first meal in buffet restaurants

Chapter 4: Research Methodology

4.0 Introduction

This chapter discusses the research design, matrix, instrument, sampling, and data collection procedures that will be followed while studying guests’ perspectives and behaviors on food waste in buffet restaurants.

4.1 Research Design

This research will employ a qualitative design to understand how consumers consume food waste among European and Asian visitors. It will give an all-encompassing and deep insight into the complexities of this subject matter. Interviews with Asian and European customers will be used for qualitative design (Wu & Teng, 2022). This way, the underlying values that motivate this behavior will be explored through questioning and asking open-ended questions (Liang et al., 2021). Beneath the surface, ideas about wasting food in restaurants will help reveal critical elements such as levels of consciousness and procedural modes. Further, it will ensure detailed descriptive accuracy while enabling data triangulation using diverse interview sets, e.g., customer awareness or operational process, different awareness levels by consumers versus operating process.

4.2 Research Matrix

The following research matrix outlines the critical research elements, methods, and tools to help collect data and analyze data.

4.3 Instrument

In this research, one instrument will be employed to investigate Dutch and Asian consumers’ understanding of food waste. A semi-structured interview guide will be used to explore the other knowledge of European and Asian guests regarding food waste. It is deemed suitable as it will help balance consistency and flexibility while asking questions. In this case, there will be carefully crafted questions that will seek to get responses on the consumer’s level of awareness, specific behaviors they engage in while taking meals and their attitudes towards food waste will be targeted. This will help provide a crucial understanding of how various factors affect consumer perceptions.

4.4 Sampling

Sampling is such a vital step in this study as it involves the investigation of complex phenomena in a restaurant setting. The first step that will be considered while carrying out this research is the selection of participants. The study will utilize a purposive sampling method to select n=30 participants. This will involve 15 Asians and 15 Europeans. This sampling will be the most suitable since most participants who align with the study objective will help collect data (Campbell et al., 2020). Other factors incorporated in this research include gender, age, and cultural background in both restaurants. This is expected to produce rich, reliable data that reaches saturation in qualitative data. The sample’s representativeness and goodness of fit are protected by carefully choosing participants. Even though the sample might not represent all buffet restaurants worldwide, the insights gained from it will be crucial for identifying common patterns, problems, and potential solutions in the context of buffet restaurants. In general, 15 interviews will take place in each restaurant to add to the depth and breadth of the data collected.

4.5 Data Collection Procedure

The data collection procedures for this study on food waste will encompass only one phase: interviews. This phase of data collection will help draw different insights into the perspectives, behaviors, and attitudes of other guests in the two restaurants regarding food waste (Ruslin, 2022). This will involve conducting in-depth interviews to garner individual experiences and perspectives and, through one conversation, etudes, perspectives, narratives, and motives about food waste practices. Further, the work will be uncovered by transcribing and recording the interviewers to ensure accuracy when capturing the participants’ answers, thus allowing for a thorough analysis.

Chapter 5- Data Analysis

5.0 Introduction

This chapter discusses the method used to analyze the data collected.

5.1 Thematic Analysis using NVivo software

The best technique to analyze the data collected in this study is thematic Analysis, which uses NVivo software. It will be a basis for obtaining clear and concise information about qualitative data complexity. This allows for further exploring different customers’ understanding and experiences on food waste with such a methodological approach. (Walsh et al., 2019). This approach is also a structured method of identifying emerging themes within a text that is supplied to help researchers discover the patterns and meanings within a dataset. The thematic Analysis will be done using the NVivo software by adopting the following six steps.

The terms, appropriate quotes, and statements will set the foundation of this procedure. Keyword definition will be done within minutes after completing the data representation definition. Creating keywords systematically, taking over the organization, data analysis, and facilitating the organizational process will be other significant steps. The resulting codes will then be grouped according to common themes to ensure consistency, making interpretation easier within a framework (Walsh et al., 2019). After that, the already created topic will create a base for generating model discussions, which will aid in developing deep insight into different gusts understanding about food wasted (Naeem et al., 2023). Generally, it will facilitate efficiency in code generation and interview management and smooth data analysis, which will be facilitated by NVivo software. Correspondingly, cluster diagrams and concept maps are among the distinctive features that enhance the Analysis as they make visual representations whereby hypothesis testing and research objectives are followed. This way, it will be easier for the integration to generate valuable insights since this integrative approach leads to scientific research.

Chapter 6

6.0 Introduction

This chapter discusses the ethical issues to be observed while conducting the research and some limitations that might be faced.

6.1 Ethical Issues/ Research Integrity

Considering that studying consumer attitudes in Asia and European cultural groups is a susceptible area, this study proposes maintaining the highest standards of integrity and addressing ethical issues locally. To enhance these, different systems will be implemented to achieve this ultimate goal (Cho & Yoo, 2021). First, the research will adhere to the established ethical guidelines on preserving and managing data. In this case, the collected data will be stored in data-protected folders, and restricted access only to approved researchers will be authorized to uphold confidentiality and prevent the leaking of sensitive information (Cho & Yoo, 2021). Additionally, while conducting interviews, the dignity and rights of all persons will be respected and upheld. By doing so, the research aims to contribute meaningfully to the issue surrounding consumer behavior and food waste in the best way possible.

6.2 Limitations of the Research

To avoid masking a deep understanding of the diverse consumer understandings of food waste among European and Asian guests, it is essential to recognize some of the limitations that research is most likely to face. One such limit is using a small sample size (N=2), which represents all the buffet restaurants in Twente. This limitation may introduce bias, as the findings may not reflect what transpires on the ground (Dhanker et al., 2023). Besides, using a few participants (n=30) may mean something other than that every person’s opinion will be represented since people come from different socioeconomic backgrounds and upbringings. Still, this study can only show the importance of food waste but can only help reduce it after some time.

Conclusion

Investigating guests’ understanding of food waste will significantly help minimize food wastage within the hospitality industry. This will play a significant role in implementing sustainable practices, hence a better way of fully handling the issue. Additionally, the study will give necessary advice to help hotel managers and owners implement adequate measures to reduce food waste. Further, by exploring the different guests’ understanding, hospitality stakeholders can work more closely toward responsible food waste management.

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