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From Oldie to Goldie: Humanizing Old Produce Enhances Its Appeal

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  • Minkyung Koo
  • Hyewon Oh
  • Vanessa M. Patrick

Abstract

Worldwide food waste amounts to approximately 1.3 billion tons every year. The desire for perfection (fresh and unblemished) in produce has been identified as one of the key reasons underlying this immense waste. This article identifies the need to shape consumer’s aesthetic preference for perfect produce to increase the acceptance of old and imperfect produce. We suggest that when old produce is humanized, it is evaluated more favorably, since it leads consumers to evaluate the old produce with a more compassionate lens. Four experiments show that (1) humanizing old produce enhances evaluation and purchase intent, and (2) consumer lay beliefs about human aging (an “old is gold” vs. a “young is good” lay theory) can influence the effectiveness of humanizing old produce to enhance its appeal. The current work offers practical managerial implications for retailers and marketers about the transformative potential of aesthetics in helping reduce food waste.

Suggested Citation

  • Minkyung Koo & Hyewon Oh & Vanessa M. Patrick, 2019. "From Oldie to Goldie: Humanizing Old Produce Enhances Its Appeal," Journal of the Association for Consumer Research, University of Chicago Press, vol. 4(4), pages 337-351.
    • Handle: RePEc:ucp:jacres:doi:10.1086/705032
    DOI: 10.1086/705032
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    Citations

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    Cited by:

    1. Lili Wang & Maferima Touré-Tillery & Ann L. McGill, 2023. "The effect of disease anthropomorphism on compliance with health recommendations," Journal of the Academy of Marketing Science, Springer, vol. 51(2), pages 266-285, March.
    2. Velasco, Franklin & Yang, Zhiyong & Janakiraman, Narayanan, 2021. "A meta-analytic investigation of consumer response to anthropomorphic appeals: The roles of product type and uncertainty avoidance," Journal of Business Research, Elsevier, vol. 131(C), pages 735-746.
    3. Chen, Tong & Razzaq, Amar & Qing, Ping & Cao, Binbin, 2021. "Do you bear to reject them? The effect of anthropomorphism on empathy and consumer preference for unattractive produce," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    4. Vadakkepatt, Gautham G. & Winterich, Karen Page & Mittal, Vikas & Zinn, Walter & Beitelspacher, Lauren & Aloysius, John & Ginger, Jessica & Reilman, Julie, 2021. "Sustainable Retailing," Journal of Retailing, Elsevier, vol. 97(1), pages 62-80.
    5. Gong, Xiushuang & Zhang, Honghong, 2023. "You are being watched! Using anthropomorphism to curb customer misbehavior in access-based consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    6. Wang, Lili & Kim, Sara & Zhou, Xinyue, 2023. "Money in a “Safe” place: Money anthropomorphism increases saving behavior," International Journal of Research in Marketing, Elsevier, vol. 40(1), pages 88-108.
    7. Jacob Suher & Courtney Szocs & Koert Ittersum, 2021. "When imperfect is preferred: the differential effect of aesthetic imperfections on choice of processed and unprocessed foods," Journal of the Academy of Marketing Science, Springer, vol. 49(5), pages 903-924, September.

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