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  • 1.
    Moshtaghian, Hanieh
    et al.
    University of Borås, Faculty of Textiles, Engineering and Business.
    Bolton, Kim
    University of Borås, Faculty of Textiles, Engineering and Business.
    Rousta, Kamran
    University of Borås, Faculty of Textiles, Engineering and Business.
    Upcycled food choice motives and their association with hesitancy towards consumption of this type of food: a Swedish study2024In: British Food Journal, ISSN 0007-070X, E-ISSN 1758-4108, Vol. 126, no 1, p. 48-63Article in journal (Refereed)
    Abstract [en]

    Purpose

    This study investigates factors motivating upcycled food choices and assesses the association between these factors and hesitancy towards upcycled food consumption in a Swedish population.

    Design/methodology/approach

    An online food choice questionnaire was used. Participants (n = 682) were categorised into Inclined and Hesitant groups based on their intention to consume upcycled foods. The factors motivating upcycled food choices were identified using explanatory factor analyses. Independent t-tests assessed the differences in the mean importance score of factors between the two groups. The association between upcycled food choice factors and hesitancy towards consumption was evaluated by logistic regressions (adjusted for sociodemographic characteristics).

    Findings

    The most important upcycled food choice factor in both groups was ethical concerns, followed by natural content, sensory appeal, price, healthiness, familiarity and impression. The Inclined group's mean importance score for ethical concern was higher than the Hesitant group (p(value)<0.001) and, except for natural content, the mean importance scores for the other factors were higher in the Hesitant group compared to the Inclined group (p(value)<0.05). Participants who perceived ethical concern as an important factor had lower odds of hesitancy (Odds ratio = 0.39; 95%CI:0.26,0.59; p(value)<0.001), and those who considered sensory appeal an important factor had higher odds of hesitancy (Odds ratio = 2.42; 95%CI:1.62,3.63; p(value)<0.001) towards upcycled food consumption compared to participants who did not consider these as important factors.

    Originality/value

    This is the first study investigating health and non-health-related upcycled food choice motives using a food choice questionnaire. Identifying these motives helps food developers and researchers determine factors influencing upcycled food consumption.

     

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