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Addressing food waste: How to position upcycled foods to different generations
Author(s) -
Zhang Jintao,
Ye Hongjun,
Bhatt Siddharth,
Jeong Haeyoung,
Deutsch Jonathan,
Ayaz Hasan,
Suri Rajneesh
Publication year - 2020
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.1844
Subject(s) - food waste , baby boomers , scarcity , food insecurity , business , position (finance) , usable , marketing , quality (philosophy) , economics , food security , geography , engineering , waste management , agriculture , computer science , philosophy , archaeology , finance , epistemology , world wide web , demographic economics , microeconomics
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.