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Addressing food waste: How to position upcycled foods to different generations
Journal article   Open access   Peer reviewed

Addressing food waste: How to position upcycled foods to different generations

Jintao Zhang, Hongjun Ye, Siddharth Bhatt, Haeyoung Jeong, Jonathan Deutsch, Hasan Ayaz and Rajneesh Suri
Journal of consumer behaviour, v 20(2)
01 Mar 2021
DOI: https://doi.org/10.1002/cb.1844
Featured in Collection :   UN Sustainable Development Goals @ Drexel
url
https://doi.org/10.1002/cb.1844View
Published, Version of Record (VoR)Open Access (License Unspecified),  Open

Abstract

Business Business & Economics Social Sciences
Food waste is a global crisis that paradoxically exists alongside food scarcity. A promising solution to these connected problems of food insecurity and food waste is upcycled foods. Upcycled foods are made from ingredients that are usable but generally discarded. While upcycled foods can help reduce food waste, little is known about the best market strategy for these foods. This research investigates how consumers from different generations perceive upcycled foods. Our findings show that Gen Z, Gen Y, and Baby Boomers have higher intentions to purchase upcycled foods while Gen X shows lower intentions to purchase because of quality concerns. The present research also explores lifestyle patterns of each generation. Based on lifestyle analyses, positioning strategies for upcycled foods are proposed.

Metrics

47 Record Views
75 citations in Web of Science
63 citations in Scopus

Details

UN Sustainable Development Goals (SDGs)

This publication has contributed to the advancement of the following goals:

#11 Sustainable Cities and Communities
#13 Climate Action
#12 Responsible Consumption & Production
#7 Affordable and Clean Energy

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Collaboration types
Domestic collaboration
Web of Science research areas
Business
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