Circular agri-food approaches: will consumers buy novel products made from vegetable waste?. Issue 2 (4th May 2019)

• Record Type: Journal Article
• Authors: McCarthy, Breda; Kapetanaki, Ariadne Beatrice; Wang, Pengji
• Is Part Of: Rural society. Volume 28:Issue 2(2019)
• Page Start: 91
• Page End: 107
• Publication Date: 2019-05-04
• Subjects: Consumer attitudes -- circular economy -- food waste -- valued-added food; Sociology, Rural -- Periodicals; Australia -- Rural conditions -- Periodicals; 307.7205
• DOI: 10.1080/10371656.2019.1656394
• Languages: English
• ISSNs: 2204-0536

Abstract

ABSTRACT: This article discusses the challenges associated with managing waste in the horticultural sector by presenting the circular economy framework as a solution to the problem of food waste. The research focuses on consumers' role and value adding as one strategy that transforms food waste for reuse in accordance with a circular economy. A structured questionnaire was collected from a sample ( n = 330) of Australian households to assess consumers' willingness buy food derived from underutilised biomass. The survey found half of the sample was willing to buy value-added food. Helping Australian farmers was 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. Marketing recommendations for communication design 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.