Would you bring home ugly produce? Motivators and demotivators for ugly food consumption

Yang Xu, EunHa Jeong, Jang, SooCheong (Shawn) and Xiaolong Shao

Journal of Retailing and Consumer Services, 2021, vol. 59, issue C

Abstract: It is important to reduce food waste by successfully promoting ugly food consumption. Thus, this study uses the food quality attribute model to investigate certain key factors - motivators and demotivators that can influence consumers’ attitudes toward and subsequent purchases of ugly produce. This study further examines differences in these key factors between ugly food buyers and non-buyers. The results indicate that price consciousness and environmental self-identity stimulate ugly food consumption, but physical appearance discourages its purchase. The influences of the motivators are more salient for buyers, while the influences of the demotivators are more salient for non-buyers.

Keywords: Ugly food; Food waste; Purchase motivators; Purchase demotivators; Buyer; Non-buyer (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (9)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969698920313849
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:59:y:2021:i:c:s0969698920313849

DOI: 10.1016/j.jretconser.2020.102376

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu ().