Differentiating Price Sensitivity from Willingness to Pay: Role of Pricing in Consumer Acceptance of Upcycled Foods. Issue 7 (2nd September 2021)

• Record Type: Journal Article
• Authors: Bhatt, Siddharth; Deutsch, Jonathan; Suri, Rajneesh
• Is Part Of: Journal of food products marketing. Volume 27:Issue 7(2021)
• Page Start: 331
• Page End: 339
• Publication Date: 2021-09-02
• Subjects: Upcycled foods -- food waste -- sustainability -- food marketing -- pricing; Food -- Marketing -- Periodicals; Food industry and trade -- United States -- Periodicals; 381.45664097305
• DOI: 10.1080/10454446.2021.2016536
• Languages: English
• ISSNs: 1045-4446

Abstract

ABSTRACT: The problem of food waste continues to plague the world. Upcycled foods, made from ingredients remaining from the manufacturing of other food products, are a partial solution to the food waste problem. Limited research on consumer acceptance of upcycled foods suggests a commercial prospect for these foods. While encouraging, extant findings tell us little about the role of pricing in crafting a market for such foods. We investigate consumers' price sensitivity for upcycled foods vis-à-vis conventional alternatives. We find that compared to conventional alternatives, consumers exhibit a higher price sensitivity for upcycled foods. We discuss the academic and managerial implications of these findings.