Do consumers value food products containing upcycled ingredients? The effect of nutritional and environmental information

Asioli, D. ORCID: https://orcid.org/0000-0003-2274-8450 and Grasso, S. (2021) Do consumers value food products containing upcycled ingredients? The effect of nutritional and environmental information. Food Quality and Preference, 91. 104194. ISSN 0950-3293 doi: 10.1016/j.foodqual.2021.104194

Abstract/Summary

This study was the first to use a ranking experiment to estimate the effect of nutritional and environmental information on UK consumers’ willingness to pay (WTP) for biscuits containing an upcycled ingredient, namely, defatted sunflower cake flour. Informing consumers about the nutritional and/or environmental benefits of the upcycled ingredient resulted in a significant increase in their WTP for this new food. Moreover, we found that nutritional and/or environmental information similarly affected individual WTP distributions for the upcycled ingredient towards more positive values. Our findings have important implications for product development and marketing strategies of upcycled food businesses.

Item Type	Article
URI	https://reading-clone.eprints-hosting.org/id/eprint/95928
Identification Number/DOI	10.1016/j.foodqual.2021.104194
Refereed	Yes
Divisions	Interdisciplinary Research Centres (IDRCs) > Institute for Food, Nutrition and Health (IFNH) Life Sciences > School of Agriculture, Policy and Development > Department of Agri-Food Economics & Marketing
Publisher	Elsevier
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