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Published on: June 5, 2016
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Exploring barriers to consuming suboptimal foods: A consumer perspective
Ana Giménez1, Jessica Aschemann-Witzel2, Gastón Ares1
1Sensometrics & Consumer Science, Instituto Polo Tecnológico de Pando, Facultad de Química, Universidad de la República, By Pass de Rutas 8 y 101 s/n, C.P. 91000 Pando, Canelones, Uruguay.
Food Research International (Ottawa, Ont.)
|March 1, 2021
Summary
Suboptimal foods trigger negative consumer associations and reduce purchase intent. However, clear communication and discounts can help reduce food waste at the retail level.
Area of Science:
- Consumer behavior research
- Food science and technology
Background:
- Food waste is a significant global issue, with consumer-level waste driven by factors like food suboptimality.
- Consumer purchasing decisions for suboptimal foods are heavily influenced by the perceptions and associations evoked by their imperfections.
Purpose of the Study:
- To investigate how different types of food suboptimality affect consumer associations, emotional responses, perceived quality, and purchase intentions.
- To understand the role of communication and pricing strategies in mitigating the negative impact of food suboptimality on consumer behavior.
Main Methods:
- An online survey was administered to 600 participants in Uruguay.
- The study examined consumer reactions to various types of food suboptimality, including damaged packaging and defective produce.
Main Results:
- Suboptimal food characteristics generally led to associations with quality issues and negative emotions.
- Damaged packaging and defective fresh produce significantly reduced perceived quality and purchase intention.
- A 50% discount moderately increased consumers' intention to purchase suboptimal products.
Conclusions:
- Targeted communication strategies to enhance the perceived quality of suboptimal foods are crucial.
- Strategic pricing, such as discounts, can positively influence consumer purchasing behavior for imperfect food items.
- Addressing consumer perceptions and employing effective pricing tactics can contribute to reducing food waste at the retail level.
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