Consumer acceptance of businesses selling imperfect food that is still edible

What is it about?

Imperfect but edible food products often get wasted, by food producers or retailers (e.g. supermarkets, restaurants). New innovative businesses take this food (surplus food) and sell it cheaply to consumers in order to reduce food waste. This study investigated the reasons for consumers to buy or not buy surplus food from these businesses. A framework was developed indicating the acceptance process.

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Photo by Joshua Rawson-Harris on Unsplash

Photo by Joshua Rawson-Harris on Unsplash

Why is it important?

This framework can help businesses selling surplus food to increase acceptance and to thus reduce food waste. The research shows that surplus food has a market value and therefore should not be wasted. Wasting food means wasting ressources and energy and should be avoided.

Perspectives

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This study is based on businesses selling surplus food in Denmark and the UK. The app Too Good To Go and the surplus supermarkets Nifties (UK) and Wefood (Denmark). Consumers and non-consumers were interviewed to find out why they do or do not buy surplus food from these businesses. This research is especially valuable for practitioners in retail, as it shows that surplus food has a market value and also indicates the factors influencing consumer acceptance.

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