Consumer perception of upcycled food labels
Bibliographic Data
| ID | 21295539 |
|---|---|
| Authors | Yan Cao (0000-0002-5398-2664, William F. Harrah College of Hospitality, University of Nevada Las Vegas Food & Beverage and Event Management Department), Yisak Jang (0000-0003-2645-4900, University of New Orleans) |
| Year | 2025 |
| Volume | 127 |
| Issue | 9 |
| Pages | 3230-3245 |
| Publication date | 2025-08-12 |
| Open Access | No |
| Type | ARTICLE |
| Venue | British Food Journal (JOURNAL) |
| Journal identifiers | ISSN: 0007-070X • E-ISSN: 1758-4108 |
| Publisher | Emerald (PUBLISHER) |
| DOI | 10.1108/bfj-02-2025-0216 |
| OpenAlex | W4411242449 |
| Language | EN |
| Citations received | 1 |
| References cited | 47 |
Purpose This study introduces a value-added framework for upcycled food and empirically investigates consumer perceptions of these labeled foods. Design/methodology/approach This study utilized a self-administered survey (n = 379) as a research instrument for data collection. Findings Consumers perceive “they have a positive impact on the environment”; “they are sourced and produced using verifiable supply chains” and “they are new food products” as salient attributes associated with upcycled-labeled foods. Consumer-perceived constraints to accepting upcycled-labeled food include perceived risk and unfamiliarity, and high price. Consumer-perceived benefits consist of high nutrition, hedonic innovation, environmental responsibility and social ethics. In addition, the associations between attributes, benefits and constraints regarding upcycled-labeled food suggest that, counter-intuitively, even provided with transparent source information, consumers still associate this food type with health risks, potentially due to unfamiliarity. Originality/value This study systematically investigates the salience effect of upcycled labels from two contrasting perspectives and empirically examines the associations between the food attributes and consumer-perceived benefits of and constraints to accepting such food type
Advertising · Business · Perception · Chemistry · Consumer Attitudes and Food Labeling · Consumer Packaging Perceptions and Trends · Food Science · Food Waste Reduction and Sustainability · Marketing · Psychology
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| Citations per year | 1 |
|---|---|
| Citation span | 2025 - 2025 (1) |
| Highly cited | No |