| Title | Circular agri-food approaches: will consumers buy novel products made from vegetable waste? |
|---|---|
| ID_Doc | 5790 |
| Authors | McCarthy, B; Kapetanaki, AB; Wang, PJ |
| Title | Circular agri-food approaches: will consumers buy novel products made from vegetable waste? |
| Year | 2019 |
| Published | Rural Society, 28, 2 |
| 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. |
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