Consumer acceptance of aesthetically imperfect vegetables: The role of information framing and personal values
Lagerkvist, Edenbrandt, Bolos and Nayga, Food Quality and Preference 104, 2022, 104737. Survey of 3,504 US consumers; discrete choice experiment on imperfections, price, production type and origin; random assignment to control, gain-framed or loss-framed message on impacts of food waste. Colour imperfections accepted, shape and other physical imperfections generally not; price discounts second most important factor, needed substantial only for colour; both framings increased acceptance, depending on personal values; self-transcendence and openness to change more open and more responsive.
Lagerkvist, Edenbrandt, Bolos and Nayga, Food Quality and Preference 104, 2022, 104737. Survey of 3,504 US consumers; discrete choice experiment on imperfections, price, production type and origin; random assignment to control, gain-framed or loss-framed message on impacts of food waste. Colour imperfections accepted, shape and other physical imperfections generally not; price discounts second most important factor, needed substantial only for colour; both framings increased acceptance, depending on personal values; self-transcendence and openness to change more open and more responsive.
Written from the abstract (OpenAlex), 2026-11-10.
What our sources record
Recorded when this source was checked, figures included, with page references and quotation marks removed.
Evidence from the United States. Food Quality and Preference, 104, 104737. doi:10.1016/j.foodqual.2022.104737 https://doi.org/10.1016/j.foodqual.2022.104737