Circular agri-food approaches: will consumers buy novel products made from vegetable waste?

McCarthy, Breda, Kapetanaki, Ariadne, and Wang, Pengji (2019) Circular agri-food approaches: will consumers buy novel products made from vegetable waste? Rural Society, 28 (2). 7. pp. 91-107.

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This article discusses the challenges associated with managing waste in the horticultural sector and it presents the circular economy framework as a solution to the food waste problem. Value adding is one strategy that transforms food waste for reuse in accordance with the concept of circular economy. This research focuses on the role that consumers play in the circular economy. A structured questionnaire was submitted to a sample (n= 330) of Australian households to assess the willingness of consumers to buy food that is derived from underutilised biomass. The survey indicates reveal that half of the sample is willing to buy value-added food and helping Australian farmers is the top-ranking factor driving demand. Awareness of the food waste problem is significant in distinguishing consumers who are willing to buy value-added food from those who are not. The recommendations for marketers when designing their marketing communications for a circular economy are to stress empathy and care for farmers and highlight the consequences of food waste for both the natural environment and people.

Item ID: 60356
Item Type: Article (Research - C1)
ISSN: 2204-0536
Keywords: circular economy; food loss; Australian horticulture
Funders: James Cook University (JCU)
Projects and Grants: JCU Australia Singapore Cross Collaboration Scheme 2018
Date Deposited: 11 Sep 2019 01:43
FoR Codes: 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350601 Consumer behaviour @ 100%
SEO Codes: 97 EXPANDING KNOWLEDGE > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services @ 100%
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