Elsevier, Food Quality and Preference, Volume 100, September 2022
Communicating upcycled foods: Frugality framing supports acceptance of sustainable product innovations
Future sustainable food systems should more efficiently use natural resources and reduce food waste. Upcycled food – foods elevated in value through ingredients otherwise wasted or previously thought inedible – constitutes a new approach contributing to this much needed transition. Successful market launches of such foods requires favourable consumer perception of these products, knowing the factors determining acceptance, and an adequate communicational framing of the new concept.