McCarthy, Breda, Kapatekaki, Ariadne, and Wang, Pengji (2018) Food waste in Australia and consumers' willingness to buy novel, value-added foods. In: [Presented at the Sustainable Economic Growth for Regional Australia Conference]. From: SEGRA 2018: Sustainable Economic Growth for Regional Australia Conference, 22-25 October 2018, Mackay, QLD, Australia.

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Abstract

This research explores consumers' willingness to buy novel, value-added food. Respondent-completed questionnaires from 330 Australians reveal that half of the sample are willing to buy value-added food. The survey indicates that helping farmers is the top ranking factor driving demand for value-added foods. There are significant differences in attitudes towards food waste and price sensitivity between respondents who are willing to buy a value-added snack product and those who are not willing or neutral about purchase. Surprisingly, moral concerns are not significant in distinguishing consumers who are willing to buy value-added foods from those who are not; hence, the authors find only partial support for the norm-activation model (Schwartz, 1977; Schwartz & Howard, 1981). Nonetheless, the survey findings are promising with regard to consumer acceptance of new, plant-based products and early adopters of innovation in the horticultural sector should heed the study's findings.

Item ID:	56091
Item Type:	Conference Item (Presentation)
Keywords:	food waste, rural and regional development
Related URLs:	https://segra.com.au/2018/speakers/concu...
Date Deposited:	08 Nov 2018 00:25
FoR Codes:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150599 Marketing not elsewhere classified @ 100%
SEO Codes:	97 EXPANDING KNOWLEDGE > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services @ 100%
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