Journal article
Consumer acceptance of upcycled craft beer: a New Zealand case study
FRONTIERS IN NUTRITION, v 10, 1235137
09 Nov 2023
PMID: 38024350
Featured in Collection : UN Sustainable Development Goals @ Drexel
Abstract
Upcycled foods are created from surplus food, edible food waste and by-products. Food and beverage brands are launching upcycled foods and promoting their product to consumers. Little is known about how consumers respond to upcycled foods, nor how these products can be most effectively promoted. To better understand marketing strategies for upcycled foods, two studies were conducted, one online (n = 300) and one in retail stores (n = 65), in New Zealand to examine differences in consumer sentiment toward upcycled beer. In both studies, environmental benefits were identified as the most important benefits of upcycled foods and information provision on pack and online were important promotional strategies. Consumers reported greater awareness and acceptance of upcycled food in-store, yet raised concerns relating to taste and price. Only 31% of participants surveyed in-store associated 'no negatives' with upcycled foods compared with 47% of consumers surveyed online. These findings help differentiate a potential promotion strategy for upcycled foods.
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Details
- Title
- Consumer acceptance of upcycled craft beer: a New Zealand case study
- Publication Details
- FRONTIERS IN NUTRITION, v 10, 1235137
- Publisher
- FRONTIERS MEDIA SA; LAUSANNE
- Grant note
- Donald Shepherd for conceptualization, in-store sampling and provision of Citizen Collective as the case study subject. Andreas Wijngaarden in-store data collection, supporting survey design and preliminary analysis during his summer bursary with the University of Otago.
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Drexel University
- Web of Science ID
- WOS:001105114600001
- Scopus ID
- 2-s2.0-85177676889
- Other Identifier
- 991021861211104721
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- Collaboration types
- Domestic collaboration
- International collaboration
- Web of Science research areas
- Nutrition & Dietetics