Journal article
Addressing food waste: How to position upcycled foods to different generations
Journal of consumer behaviour, Vol.20(2), pp.242-250
03/01/2021
DOI: 10.1002/cb.1844
Abstract
Food waste is a global crisis that paradoxically exists alongside food scarcity. A promising solution to these connected problems of food insecurity and food waste is upcycled foods. Upcycled foods are made from ingredients that are usable but generally discarded. While upcycled foods can help reduce food waste, little is known about the best market strategy for these foods. This research investigates how consumers from different generations perceive upcycled foods. Our findings show that Gen Z, Gen Y, and Baby Boomers have higher intentions to purchase upcycled foods while Gen X shows lower intentions to purchase because of quality concerns. The present research also explores lifestyle patterns of each generation. Based on lifestyle analyses, positioning strategies for upcycled foods are proposed.
Details
- Title: Subtitle
- Addressing food waste: How to position upcycled foods to different generations
- Creators
- Jintao Zhang - Drexel UniversityHongjun Ye - Drexel UniversitySiddharth Bhatt - Pennsylvania State UniversityHaeyoung Jeong - North Carolina Central UniversityJonathan Deutsch - Drexel UniversityHasan Ayaz - Drexel UniversityRajneesh Suri - Drexel University
- Resource Type
- Journal article
- Publication Details
- Journal of consumer behaviour, Vol.20(2), pp.242-250
- DOI
- 10.1002/cb.1844
- ISSN
- 1472-0817
- eISSN
- 1479-1838
- Publisher
- Wiley
- Number of pages
- 9
- Language
- English
- Date published
- 03/01/2021
- Academic Unit
- Marketing
- Record Identifier
- 9984963151102771
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