...YoonHyung Huh; Yang Xu; EunHa (Lena) Jeong Purpose This study explores the effectiveness of co-branding as a strategic tool to promote consumer acceptance of upcycled food, a novel solution for reducing food waste. Drawing on signaling theory and prospect theory, the study investigates whether co...

...Yan Cao; Yisak Jang Purpose This study introduces a value-added framework for upcycled food and empirically investigates consumer perceptions of these labeled foods. Design/methodology/approach This study utilized a self-administered survey (n = 379) as a research instrument for data...

...Han-Shen Chen; Ching-Tzu Chao 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...

...Hanieh Moshtaghian; Kim Bolton; Kamran Rousta 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...