“I, too, am a victim of discrimination!” exploration of consumer purchase behavior towards ugly food

Thesis Advisory Committee

Prof. Rajat Sharma
Prof. Vidya Vemireddy
Prof. Amandeep Dhir

Abstract

Food waste is a serious global concern, with ugly food being a major contributor. Ugly food refers to produce that deviates from standard size, colour, or shape. Consumers do not purchase ugly food because of its appearance despite its normal food attributes. This thesis aims to provide a comprehensive understanding of consumer purchase behaviour towards ugly food.
In the first essay, we explore drivers, barriers, and interventions for ugly food purchase. We adopt a qualitative research approach using open-ended essays and employ the theoretical frameworks of Theory of Consumption Values and Innovation Resistance Theory. The key insights obtained from thematic analysis of the open-ended essays collected from 52 participants suggest that consumers purchase ugly food due to its functional attributes and fun nature. Their purchase of ugly food is driven by their environmental and social concerns and emotional connection with food-growing practices. The study also highlights the role of social media in fostering curiosity about ugly food. However, limited exposure to ugly food and difficulties in cleaning and preparation reduce consumer willingness to purchase it. Furthermore, social norms, misperceptions, and judgments also create consumer biases which can be addressed by educating them and introducing various interventions at the retail and government levels.
In the second essay, we conduct repeated cross-sectional studies to analyse consumer-related factors, such as nostalgia and connectedness to nature, and a product-related factor, like local support, as motivators of consumer behaviour towards ugly food. We find that nostalgia, connectedness to nature, and local support positively influence consumer attitude, which mediates their relationship with purchase intention, subsequently translating into actual purchasing behaviour. These findings remain consistent over time.
In the third essay, we examine how consumer health perception acts as a barrier to purchase ugly food. Drawing upon Cue Utilisation Theory, we demonstrate that ugly food develops negative health perception, which in turn reduces purchase intention. However, we suggest health messages as an intervention and employ the Accessibility and Diagnosticity Framework to illustrate that these messages can enhance health perception and increase purchase intention.
Through this research, we contribute to the ugly food literature and also offer multiple implications for policy and the food retail industry.