Solutions to food waste

Purpose: The purpose of this study was to explore Taiwanese consumers attitudes toward upcycled food as a viable and economically sustainable solution to food waste within the context of global environmental pressures caused by the food system. This study applied the theory of planned behavior (TPB) and the value-attitude-behavior (VAB) model to explore the factors shaping consumer behavior toward upcycled food. Design/methodology/approach: A survey was conducted using convenience sampling to collect 295 valid responses from Taiwanese consumers. The questionnaire was designed to measure the relationships among dietary values, moral attitudes, subjective norms, perceived behavioral control and consumers intentions toward the consumption of upcycled food. The data were analyzed using statistical methods to verify the hypotheses derived from the TPB and VAB models. Findings: The findings revealed that dietary values significantly influence moral attitudes, subjective norms and perceived behavioral control, highlighting their pivotal role in consumer behavior toward upcycled food. Moral attitudes, subjective norms, perceived behavioral control, perceived responsibility and thriftiness were positively associated with the intention to consume upcycled food, indicating the potential of these factors in fostering sustainable consumption practices. Originality/value: This study is unique in its application of the TPB and VAB models to examine the acceptance of upcycled food among Taiwanese consumers, contributing fresh insights into the field of sustainable consumer behavior. This highlights the significance of aligning dietary values and moral attitudes of consumers with sustainable consumption practices, offering a new perspective on promoting upcycled food in Taiwan and potentially in other regions with similar cultural and environmental frameworks.