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Food is simply too good to waste

How to change consumers’ perception of imperfectly shaped fruits and

vegetables.

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Introduction

• People are not aware of the tremendous amount of food that is wasted.

• Food losses happen at different stages – production, postharvest and processing.

• Food waste is based on retailers and consumers’ behavior (Parfitt et al., 2010). • Significant driver are retailers.

• Right to reject products based on visual appearance.

• Deviations in the shape of fruits and vegetables.

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Introduction

• Several studies of Rozin examine the concept naturalness.

• “Natural” seems to improve the perception of any product. • Food labels.

• Naturalness is strongly influenced by a process. • Perceived naturalness.

• Growth process.

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Research question

“Are consumers more willing to accept imperfectly shaped fruits and vegetables when they are aware of when the imperfections in the growth process happen and

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Growth process

The occurrence of imperfections in the growth process

• Process is related to the history of an object (Rozin, 2006).

Growth process of fruits and vegetables

• Early in the growth process.

• Seed unfolds into an fruit.

• More and more shaped.

• Late in the growth process.

• Mature product.

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Growth process

Status quo bias

• Sticking with the status quo.

• Tendency to prefer options that cause no change.

The occurrence of imperfections early on in the growth process

• Most of his life irregular shaped.

• Status quo.

• Positive evaluation.

The occurrence of imperfections later on in the growth process

• Alternation will cause a change.

• Status quo is changed.

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Growth process

Narrative processing

• Presenting new information in a temporal sequence.

• Beginning, middle, end.

• It makes it easier to understand the information.

• Informing consumers about the occurrence of imperfections.

• Imperfections that occur early on.

• Product’s original intended shape.

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Hypothesis 1

“Consumers who perceive that the imperfection occur at the beginning of the growth process (vs. late in the growth process), are more willing to buy (vs. not buy)

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Naturalness

Process more important than content

• Processing is seen as physical transformations of the product (Evans, Challemaison, & Cox, 2010).

• An increase in the number of processes will lead to less naturalness.

The principle of contagion

• Reduction of naturalness.

• Contagion is biased to the negative side (Rozin &Royzman, 2001).

• Late stage imperfections can be seen as a negative contamination.

• Alters the origin of the product.

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Naturalness

Authenticity of food

• The opposite of artificial or synthetic (Sagoff, 2001).

• Being pure and true essence of a product (Siipi, 2013).

• Original intended shape of a product.

• Modification of genes not part of an original product.

• Jeopardize its authenticity.

• Resistance towards change.

• Late stage imperfections might be seen as a change / alteration.

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Hypothesis 2

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Methodology study 1

• The purpose of study 1 is to measure consumers’ intuitive understanding about the growth process.

• impact on liking and acceptance of imperfect products.

• 84 participants filled in the online survey.

• Mage= 32.15, SDage=11.56.

• Products chosen for this study.

• Locally grown and available in all grocery stores.

•IV: asking participants when they assume the product would begin to look

imperfectly-shaped.

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Results study 1

Linear regression I

• Growth period does not influence the willingness to buy imperfectly shaped products (F(1, 82) = .392, p = .533).

• The growth perception of each individual product show no impact on the willingness to buy imperfectly shaped products.

Linear regression II

• The perception of the growth period has no impact on the tastiness of imperfectly shaped products (F(1, 82) = .058, p = .811).

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Methodology study 2

• Study 1 showed that people’s intuitive understanding of a growth process has no influence on the liking and acceptance of imperfectly-shaped products.

• Study 2 is designed to test in a different way the predictions of this research.

• Participants are explicitly informed when imperfections emerge in the growth period.

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Methodology study 2

• 152 participants took part in the field experiment.

Mage=32.34, SDage = 13.82

• Supermarket in Delfshaven, located in Rotterdam.

• Two baskets were presented.

• The participants were able to read the purpose of the survey.

• Win a box of fresh fruits and vegetables.

• IV: read when imperfections emerge in growth process.

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Results study 2

68,9% 55,1% 31,1% 44,9% Early in growth

process Late in growthprocess

Win imperfect products Win perfect products β Wald X2(1) p Exp(β) Condi-tion .590 3.034 .082 1.805 Logistic regression

• Condition (imperfections: early vs. late) as independent predictor.

The model X2(1) =3.097, p = .079.

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Results study 2

ANOVA

• Measure if growth process (early vs. late) have an effect on people’s

perception about:

• Naturalness

• Health

• How much they like the product

• No significant results.

Variable Condition Mean

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General discussion

• Consumers’ intuitive understanding has no influence on the acceptance of imperfectly shaped products.

• Little knowledge about growth processes.

• Informing consumers has an influence on the acceptance of imperfectly shaped products.

• In line with the status quo theory of Samuelson and Zeckhauser (1988).

• Preference for options that cause no change.

• Growth process has no impact on the perceived naturalness.

• Exposed to novel products.

• Curiosity tendency towards the products.

• Aroused by unexpected features of a product (Berlyne, 1950).

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Limitations

Lack of time

• Participants may have processed the purpose of the study superficially.

• Pictures showing the stages in a growth process.

• More easy to process the information.

No mediation effect

• Curiosity bias of people.

• Generate solutions to overcome the curiosity bias.

The fruits and vegetables

• Several products need to be peeled.

• People perceive it as inconvenient as it takes more time.

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Implications

Informing consumers

• Inform consumers about the occurrence of imperfections in the growth process.

• Better understanding of the growth process.

• Original intended shape.

• Encourage consumers to pay more attention to information.

• Check-in at the supermarket.

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Future research

Authenticity

• Related to being pure and the essence of product (Sagoff, 2001).

• Mediating role.

Personality characteristics

• Biospheric values.

• Higher likelihood to act environmental friendly.

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References

Berlyne, D. E. (1950). Novelty and curiosity as determinants of exploratory behaviour. British Journal of Psychology, 41(1‐2), 68-80.

Evans, G., de Challemaison, B., & Cox, D.N. (2010). Consumers’ ratings of the natural and unnatural qualities of foods. Appetite, 54(3), 557-563.

Parfitt, J., Barthel, M. & Macnaughton, S. (2010). Food waste within food supply chains: quantification and potential for change to 2050.

Philosophical Transactions of the Royal Society B: Biological Sciences, 365(1554), 3065-3081.

Rozin, P. (2006). Naturalness judgements by lay Americans: process dominates content in judgements of food or water acceptability and naturalness. Judgement and Decision Making, 1(2), 91.

Rozin, P., & Royzman, E.B. (2001). Negativity bias, negativity dominance, and contagion. Personality and Social Psychology Review, 5(4), 296–320.

Sagoff, M. (2001). Genetic Engineering and the Concept of the Natural. Philosophy & Public Policy Quarterly, 21(2/3), 2-10. Samuelson, W., & Zeckhauser, R. (1988). Status quo bias in decision making. Journal of risk and uncertainty, 1(1), 7-59. Siipi, H. (2013). Is natural food healthy?. Journal of agricultural and environmental ethics, 26(4), 797-812.

Willmot, R. (2016, February 15). Wonky veg and ugly fruit are making a comeback- here’s why. Retrieved on May 5, 2017, from

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