Journal article
Consumers’ willingness to pay for upcycled foods
Food quality and preference, v 86, 104035
Dec 2020
Featured in Collection : UN Sustainable Development Goals @ Drexel
Abstract
• Generally, consumers are willing to pay less for upcycled (vs. conventional) foods.
• Messaging is effective in increasing willingness to pay for upcycled foods.
• Rational (vs. emotional) messaging is more effective.
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.
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Details
- Title
- Consumers’ willingness to pay for upcycled foods
- Creators
- Siddharth Bhatt - Pennsylvania State UniversityHongjun Ye - Drexel UniversityJonathan Deutsch - Drexel UniversityHasan Ayaz - Drexel UniversityRajneesh Suri - Drexel University
- Publication Details
- Food quality and preference, v 86, 104035
- Publisher
- Elsevier
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business; School of Biomedical Engineering, Science, and Health Systems; Marketing; Food and Hospitality Management; Health Sciences
- Web of Science ID
- WOS:000564308700003
- Scopus ID
- 2-s2.0-85088635830
- Other Identifier
- 991019169649604721
UN Sustainable Development Goals (SDGs)
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- Collaboration types
- Domestic collaboration
- Web of Science research areas
- Food Science & Technology