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Upcycled foods, made from ingredients that are generally discarded, are a promising new category of foods that could help reduce food waste. However, the commercial success of upcycled foods hinges on consumer acceptance of these foods. This research finds that consumers see many benefits of upcycled foods but also have concerns about the quality of these foods. Based on these findings, we posit that appropriate marketing communications that address the concerns and highlight the benefits could improve acceptability of upcycled foods. We propose that an appropriate upcycled logo is a necessary and key element in marketing communications about these foods. Using a theoretical lens, we predict and empirically demonstrate that an appropriately designed upcycled logo increases perceived quality and, in turn, consumers’ willingness to buy these foods. Findings from a series of studies suggest a marketing communication design strategy that will help increase consumer acceptance of upcycled foods.
Siddharth Bhatt; Hongjun Ye; Jonathan Deutsch; Haeyoung Jeong; Jintao Zhang; Rajneesh Suri. Food Waste and Upcycled Foods: Can a Logo Increase Acceptance of Upcycled Foods? Journal of Food Products Marketing 2021, 1 -16.
AMA StyleSiddharth Bhatt, Hongjun Ye, Jonathan Deutsch, Haeyoung Jeong, Jintao Zhang, Rajneesh Suri. Food Waste and Upcycled Foods: Can a Logo Increase Acceptance of Upcycled Foods? Journal of Food Products Marketing. 2021; ():1-16.
Chicago/Turabian StyleSiddharth Bhatt; Hongjun Ye; Jonathan Deutsch; Haeyoung Jeong; Jintao Zhang; Rajneesh Suri. 2021. "Food Waste and Upcycled Foods: Can a Logo Increase Acceptance of Upcycled Foods?" Journal of Food Products Marketing , no. : 1-16.
Food waste is a problem that manifests throughout the food supply chain. A promising solution that can mitigate the food waste problem across various stages of the food supply chain is upcycling food ingredients that would otherwise be wasted by converting them into new upcycled food products. This research explores perception of upcycled foods from a panel of 1001 frequent shoppers at a large grocery retailer in New Zealand. Findings from this research uncover several hitherto unexamined aspects of consumers’ evaluations of upcycled foods. These include consumers’ indications about shelf placements of upcycled foods, willingness to buy upcycled foods for people or pets other than themselves, and consumers’ preferences about information pertaining to these foods. This research advances our understanding of how consumers perceive upcycled foods and provides actionable insights to practitioners in the food industry.
Francesca Goodman-Smith; Siddharth Bhatt; Robyn Moore; Miranda Mirosa; Hongjun Ye; Jonathan Deutsch; Rajneesh Suri. Retail Potential for Upcycled Foods: Evidence from New Zealand. Sustainability 2021, 13, 2624 .
AMA StyleFrancesca Goodman-Smith, Siddharth Bhatt, Robyn Moore, Miranda Mirosa, Hongjun Ye, Jonathan Deutsch, Rajneesh Suri. Retail Potential for Upcycled Foods: Evidence from New Zealand. Sustainability. 2021; 13 (5):2624.
Chicago/Turabian StyleFrancesca Goodman-Smith; Siddharth Bhatt; Robyn Moore; Miranda Mirosa; Hongjun Ye; Jonathan Deutsch; Rajneesh Suri. 2021. "Retail Potential for Upcycled Foods: Evidence from New Zealand." Sustainability 13, no. 5: 2624.
Research on food waste reduction suggests that solutions aimed at reducing waste early in the consumption cycle are the most impactful. Based on this premise, food research labs and food manufacturers have started creating and selling foods made from food ingredients that are generally discarded. Such foods, termed upcycled foods, are safe for human consumption and provide a promising solution to reduce food waste. However, the commercial success of this new category of foods will depend on consumers’ acceptance. This research examines a key indicator of acceptance – consumers’ willingness to pay. We find that although consumers are willing to pay less for upcycled foods compared to conventional alternatives, messaging increases consumers’ willingness to pay. Specifically, we find that rational messaging is more effective than emotional messaging. Overall, our findings suggest that upcycled foods may command good acceptance among consumers.
Siddharth Bhatt; Hongjun Ye; Jonathan Deutsch; Hasan Ayaz; Rajneesh Suri. Consumers’ willingness to pay for upcycled foods. Food Quality and Preference 2020, 86, 104035 .
AMA StyleSiddharth Bhatt, Hongjun Ye, Jonathan Deutsch, Hasan Ayaz, Rajneesh Suri. Consumers’ willingness to pay for upcycled foods. Food Quality and Preference. 2020; 86 ():104035.
Chicago/Turabian StyleSiddharth Bhatt; Hongjun Ye; Jonathan Deutsch; Hasan Ayaz; Rajneesh Suri. 2020. "Consumers’ willingness to pay for upcycled foods." Food Quality and Preference 86, no. : 104035.