Upcycled Food Adoption: Impact of Food Neophobia, Price Consciousness, and Moderating Role of Gender
Published: 2023
Author(s) Name: Harsandaldeep Kaur, Manpreet Kaur, Pranika Sharma |
Author(s) Affiliation: University School of Financial Studies, Guru Nanak Dev University, Amritsar, Punjab, India.
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Abstract
For achievement of sustainable development goal (SDG) of preventing hunger, there is an increased focus on the study of solutions to reduce food wastage by practitioners and academicians. Upcycled food represents one of the innovative solutions to deal with the issue of food wastage. Consumers often display fear in adopting innovative food and often prefer to adopt innovative solutions at low prices. The objective of the present study is to investigate the influence of price consciousness and food neophobia on attitude towards adoption of upcycled food. This study also examined the moderation impact of gender on the relationship of price consciousness, food neophobia and attitude towards upcycled food adoption. Data was collected from 189 Indian respondents with the help of questionnaire. The findings revealed a positive influence of price consciousness and a negative influence of food neophobia on attitude towards upcycled food adoption. The study did not find moderation of gender. The results of study provide both the theoretical underpinning as well as the valuable insights to managers to frame policies to position such food products in the market.
Keywords: Upcycled Food, Price Consciousness, Food Neophobia, Adoption Attitude, Gender
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