By the same authors

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

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Publication details

JournalRural Society
DateAccepted/In press - 13 Aug 2019
DateE-pub ahead of print (current) - 5 Sep 2019
Issue number2
Pages (from-to)91-107
Early online date5/09/19
Original languageEnglish


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.

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