Rescued or resourceful? Framing waste as a frugal solution improves upcycled food acceptance

Food waste represents a significant environmental and economic burden. Upcycling, the repurposing food production byproducts for human consumption, has been identified as a promising circular economy strategy. However, consumer acceptance of upcycled foods remains limited due to their negative association with waste, perceived lower quality, and safety concerns. Across two studies, this research investigated how different waste-framing messages influenced consumer perceptions and acceptance of upcycled foods. In an online experiment (Study 1), participants (n = 402) evaluated images of two upcycled food products. Framing upcycling as a frugal solution, compared to a control and several waste-referencing frames (e.g., not consumed, rescued), lowered waste association, enhanced perceived safety, improved expected quality (for one product), and increased purchase intention. Qualitative results revealed a neutral or negative impression of upcycled foods, with few differences across message conditions. In a sensory evaluation (Study 2, n = 193), frugal framing, compared to rescued-waste framing, improved cookie liking and reduced waste association. Participants in both message conditions associated more positive check-all-that-apply terms with upcycling. Serial mediation analyses revealed that waste association and safety influenced expected quality, liking, and purchase intention, with safety effects shown only in the online context. Participants' perceptions of upcycling as a moral practice positively predicted liking and purchase intention, while trust, food technology neophobia, and green values played relatively minor roles. These findings highlight frugal framing as an effective communication strategy to improve consumer acceptance, although additional cues may be helpful to enhance consumers' willingness to pay for upcycled foods.