Addressing food waste: How to position upcycled foods to different generations

Abstract 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.



Work Title Addressing food waste: How to position upcycled foods to different generations
Open Access
  1. Jintao Zhang
  2. Hongjun Ye
  3. Siddharth Bhatt
  4. Haeyoung Jeong
  5. Jonathan Deutsch
  6. Hasan Ayaz
  7. Rajneesh Suri
License In Copyright (Rights Reserved)
Work Type Article
  1. Journal of Consumer Behaviour
Publication Date July 1, 2020
Publisher Identifier (DOI)
Deposited November 17, 2021




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Work History

Version 1

  • Created
  • Added Zhang_et_al._2020.pdf
  • Added Creator Jintao Zhang
  • Added Creator Hongjun Ye
  • Added Creator Siddharth Bhatt
  • Added Creator Haeyoung Jeong
  • Added Creator Jonathan Deutsch
  • Added Creator Hasan Ayaz
  • Added Creator Rajneesh Suri
  • Published
  • Updated
  • Updated
  • Updated