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

Breda McCarthy; Ariadne Beatrice Kapetanaki; Pengji Wang

doi:10.1080/10371656.2019.1656394

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

Breda McCarthy, Ariadne Beatrice Kapetanaki, Pengji Wang

The York Management School

Research output: Contribution to journal › Article › peer-review

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.

Original language	English
Pages (from-to)	91-107
Journal	Rural Society
Volume	28
Issue number	2
Early online date	5 Sept 2019
DOIs	https://doi.org/10.1080/10371656.2019.1656394
Publication status	E-pub ahead of print - 5 Sept 2019

Bibliographical note

© 2019 Informa UK Limited, trading as Taylor & Francis Group. This is an author-produced version of the published paper. Uploaded in accordance with the publisher’s self-archiving policy. Further copying may not be permitted; contact the publisher for details.

Access to Document

10.1080/10371656.2019.1656394

accepted manuscript RuralSociety
© 2019 Informa UK Limited, trading as Taylor & Francis Group. This is an author-produced version of the published paper. Uploaded in accordance with the publisher’s self-archiving policy. Further copying may not be permitted; contact the publisher for details.
Accepted author manuscript, 844 KB

Cite this

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

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{\textquoteright} 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{\textquoteright} 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.",

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