Analysis and Research on the Key Success Factors of Marketing Ugly Fruits and Vegetables

Jui-Che Tu, Yi-Lin Lee and Miao-Yu Wei
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Jui-Che Tu: Graduate School of Design, National Yunlin University of Science and Technology, Douliu, Yunlin 64002, Taiwan
Yi-Lin Lee: Graduate School of Design, National Yunlin University of Science and Technology, Douliu, Yunlin 64002, Taiwan
Miao-Yu Wei: Graduate School of Design, National Yunlin University of Science and Technology, Douliu, Yunlin 64002, Taiwan

Sustainability, 2018, vol. 10, issue 8, 1-25

Abstract: According to the 2011 research report of the Food and Agricultural Organization (FAO) of the United Nations, one-third of the world’s edible fruits and vegetables are wasted every year, totaling about 1.3 billion metric ton. A source of such waste is ugly fruits and vegetables, which have the same nutritional value as that of normal fruits and vegetables, but are discarded due to poor appearance for selling. If consumers can rediscover their value, it will be one of the ways to change food waste. This study first explored related topics through the literature; then, it drew up an interview outline, obtained and ranked the key success factors for the evaluation indices through education and interviews with industry professionals, and summarized the key success factors of marketing ugly fruits and vegetables through questionnaire and experts interview perspectives that targeted consumer groups as the questionnaire respondents. The conclusion of the study provides suggestions for enterprises to innovate service marketing through the blueprint of service design, which hopes to reduce food waste and maintain a balance with the environment, in order to achieve the goal of environmental sustainability. The results show that if consumers understand the relevant issues and pay attention to the truth of vegetable and fruit production, they can use their consumption power to protect their own and environmental rights. However, the trust between producers and consumers requires strengthening. Reducing the unnecessary waste of food and labor is expected to create more ecological and environmental consumption patterns in the future.

Keywords: food waste; ugly fruits and vegetables; key success factors (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2018
References: View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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