Consumers’ willingness to pay for upcycled foods |
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| Affiliation: | 1. School of Business Administration, Pennsylvania State University at Harrisburg, 777 W Harrisburg Pike, Middletown, PA 17057, USA;2. Department of Marketing, LeBow College of Business, Drexel University, 3141 Chestnut Street, Philadelphia, PA 19104, USA;3. Department of Food and Hospitality Management, Drexel University, 3141 Chestnut Street, Philadelphia, PA 19104, USA;4. School of Biomedical Engineering, Drexel University, 3141 Chestnut Street, Philadelphia, PA 19104, USA;5. LeBow College of Business, Drexel University, 3141 Chestnut Street, Philadelphia, PA 19104, USA;1. Department of Applied Economics and Statistics, University of Delaware, Postal address: 226 Townsend Hall, Newark, DE 19716, USA;2. Department of Resource Economics and Environmental Sociology, University of Alberta, Canada;3. Department of Economics, University of Windsor, Canada;1. Department of Economics, University of Delaware, United States;2. Department of Applied Economics and Statistics, University of Delaware, United States;1. Animal Production Systems Group, Wageningen University & Research, PO Box 338, 6700 AH, Wageningen, the Netherlands;2. Research Institute of Organic Agriculture (FiBL), Ackerstrasse 113, 5070, Frick, Switzerland;3. Animal Nutrition Group, Wageningen University & Research, PO Box 338, 6700 AH, Wageningen, the Netherlands;4. Insitute of Social Ecology, University of Natural Resources and Life Sciences, Schottenfeldgasse 29, 1070, Vienna, Austria;1. Faculty of Bioscience and Agro-Food and Environmental Technology, Via Renato Balzarini, 1 64100, Teramo, Italy;2. ALISS, UR1303, INRA, F- 94205, Ivry-sur-Seine, France |
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| Abstract: | 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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| Keywords: | Upcycled foods Food waste Willingness to pay New food product Food marketing Marketing communications |
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