New research from Professor Clare D’Souza and collaborators has shed light on what drives consumers to choose upcycled foods.
“Food waste is a global challenge,” says Professor D’Souza. “Upcycled foods, which are products made from ingredients that would otherwise go to waste, are a sustainable solution but consumer acceptance isn’t well understood.”
The research team investigated how personal and social norms influence consumers’ willingness to embrace upcycled foods and how neophobia, or reluctance to try new foods, influences those decisions.
“Consumers who felt a stronger personal responsibility for addressing food waste and environmental sustainability were more likely to be influenced by moral obligation and the expectations of others,” she says.
“People who were hesitant to try new foods were less influenced by social expectations, while those open to new foods were more influenced by social norms and personal attitudes.”
Importantly, attitudes toward taste and sensory quality also shaped purchase intentions, highlighting that personal responsibility alone is not enough.
Professor D’Souza says the findings point to the need for “strategies that strengthen personal responsibility while also addressing taste perceptions and social norms.”
