March 21, 2021 | Technological Forecasting and Social Change | Source |
Introduction: While the technical aspects of waste-to-value innovations are well studied, consumer perspectives remain underexplored despite their importance for scaling the circular bioeconomy. A Denmark–Brazil research team (Aarhus University; Federal University of Rio Grande do Sul) conducted a systematic review of empirical studies (2010–2020) on consumer acceptance of agri-food products made from upcycled by-products. The study identifies key drivers and barriers, outlines effective communication strategies, and highlights research gaps for future investigation.
Key findings: Acceptance of waste-to-value foods depends on three interacting factors:
- Individual factors: Environmental concern, food-waste awareness, higher education, and positive self-perception increase acceptance and willingness to pay. Price sensitivity is common, as many expect lower prices. Evidence on age and gender is mixed, though Baby Boomers often show higher acceptance than younger generations. Organic buyers and environmentally motivated consumers emerge as key target segments.
- Context factors: Communicating environmental benefits and food-waste reduction consistently improves attitudes, particularly when messages are framed as other-oriented (e.g., farmer welfare). Transparency can enhance perceptions of fairness but may reduce actual choices, depending on product type and purchase setting. Balanced benefit–risk messages and positive naming significantly improve acceptance of reclaimed water.
- Product factors: Processed products made with reclaimed water are more acceptable than fresh ones, while plant-based by-products are preferred over animal-origin alternatives. Familiar technologies, indulgent “vice” categories (e.g., cookies), and favorable tasting experiences further boost consumer receptivity.
The review emphasizes the need for more qualitative, theory-driven, and real-world studies, alongside research in emerging economies. Future work should examine health–environment trade-offs, cultural influences, and emotional responses such as disgust and safety concerns.
