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

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

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.

Suggested Citation

  • Xu, Yang & Jeong, EunHa & Jang, SooCheong (Shawn) & Shao, Xiaolong, 2021. "Would you bring home ugly produce? Motivators and demotivators for ugly food consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    • Handle: RePEc:eee:joreco:v:59:y:2021:i:c:s0969698920313849
    DOI: 10.1016/j.jretconser.2020.102376
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    Cited by:

    1. EiÄ aitÄ—, Ovidija & Baležentis, Tomas & RibaÅ¡auskienÄ—, Erika & MorkÅ«nas, Mangirdas & MelnikienÄ—, Rasa & Å treimikienÄ—, Dalia, 2022. "Food waste in the retail sector: A survey-based evidence from Central and Eastern Europe," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    2. Hafiza Sobia Tufail & Rana Muhammad Shahid Yaqub & Amnah Mohammed Alsuhaibani & Sidra Ramzan & Ahmad Usman Shahid & Moamen S. Refat, 2022. "Consumers’ Purchase Intention of Suboptimal Food Using Behavioral Reasoning Theory: A Food Waste Reduction Strategy," Sustainability, MDPI, vol. 14(14), pages 1-14, July.
    3. Hafiza Sobia Tufail & Rana Muhammad Shahid Yaqub & Sidra Ramzan & Fahad Javed Baig, 2022. "To Buy Or Not To Buy? Consumers’ Purchase Intention Toward Suboptimal Food In Pakistan," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 11(2), pages 93-103, June.
    4. Debucquet, Gervaise & Lombart, Cindy & Labbé-Pinlon, Blandine, 2021. "Depicting eaters and non-eaters of abnormal fruits and vegetables: Reflections of self-identity and food culture," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    5. Ha-Won Jang & Soo-Bum Lee, 2022. "Protection Motivation and Food Waste Reduction Strategies," Sustainability, MDPI, vol. 14(3), pages 1-17, February.
    6. Qi, Danyi & Penn, Jerrod & Li, Ran & Roe, Brian E., 2022. "Winning ugly: Profit maximizing marketing strategies for ugly foods," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    7. Yen-Lun Su & Pongsakorn Ngamsom & Jen-Hung Wang, 2023. "Factors Affecting Taiwanese Consumers’ Intention to Purchase Abnormally Shaped Produce," Sustainability, MDPI, vol. 15(9), pages 1-13, May.

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