Why should we try upcycled food? An exploratory study in East Asian and Western contexts

Food upcycling is a novel method of reducing food waste. For example, Nestlé, a Swiss-based candy maker, uses leftover white pulp that covers cocoa beans to sweeten dark chocolate without added sugar. However, limited research compares the perception and consumption of upcycled foods across cultures. The current study conducted a survey (Study 1) in the United States and Hong Kong to investigate acceptance of upcycled foods. Furthermore, we conducted a conjoint experiment (Study 2) to identify upcycled food attributes that people consider essential. The present study draws on the cue utilization theory as an overarching framework. Based on our findings, public and commercial sectors can prioritize the most important attributes of upcycled foods to boost the acceptance and consumption of such novel foods.