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Journal article
Food Waste and Upcycled Foods: Can a Logo Increase Acceptance of Upcycled Foods?
Journal of food products marketing, v 27(4), pp 188-203
04 May 2021
Featured in Collection : UN Sustainable Development Goals @ Drexel
Abstract
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.
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Details
- Title
- Food Waste and Upcycled Foods: Can a Logo Increase Acceptance of Upcycled Foods?
- Creators
- Siddharth Bhatt - School of Business Administration, Pennsylvania State University at Harrisburg, Middletown, PA, USAHongjun Ye - Drexel UniversityJonathan Deutsch - Drexel UniversityHaeyoung Jeong - North Carolina Central UniversityJintao Zhang - Drexel UniversityRajneesh Suri - Drexel University
- Publication Details
- Journal of food products marketing, v 27(4), pp 188-203
- Publisher
- Routledge
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business; Marketing; Food and Hospitality Management
- Web of Science ID
- WOS:000676037900001
- Scopus ID
- 2-s2.0-85111471088
- Other Identifier
- 991019168734004721
UN Sustainable Development Goals (SDGs)
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- Collaboration types
- Domestic collaboration
- Web of Science research areas
- Business