Turning waste into wealth: Vietnamese consumer willingness-to-pay for upcycled biscuits

Abstract

Food waste is unethical, costly, and depletes the ecosystem. Upcycled food production ranks above animal feed production in food waste management, except for prevention and redistribution. Brewer's spent grain, a by-product of the brewing industry, is rich in protein and fibre, making it a great biscuit fortifier. Brewer's spent grain is nutritious, however adding BSG to meals may affect texture, flavour, and consumer acceptance. This study investigates the mediated effect of consumer awareness of by-product ingredients on buying intent. A choice experiment has been used to assess trade-offs among various product attributes, including ingredients, sensory characteristics, nutritional content, sustainability information, and price. Mediation analysis showed that consumers who learn about upcycled ingredients are more likely to buy them. This effect was caused by hearing upcycled ingredients, not awareness. Taste was the main reason consumers buy or not buy upcycled biscuits. The choice experiment indicated that consumers generally preferred low-priced biscuits produced with innovative flour (i.e., BSG), which also included a high fibre claim and an upcycled logo. Two consumer clusters existed based on their attitudes towards features impacting consumer choices. Consumers in cluster 1 (“Environmentalist”) exhibited the highest preferences for sustainability information, whereas consumers in cluster 2 (“Nutritionist”) demonstrated notable preferences for fibre content. Our findings show that customers will pay more for upcycled biscuits if they are informed of their nutritional and environmental benefits. Heterogeneous preferences across individuals significantly influences purchase decisions.