| Author: | Ackaradejruangsri, Ekkachai |
| Title: | The interaction effects of price, price promotion, and environmental benefit information on upcycled food purchase |
| Advisors: | Hwang, Yoo Hee (SHTM) Kim, Seongseop Sam (SHTM) |
| Degree: | DHTM |
| Year: | 2024 |
| Subject: | Food waste -- Recycling Willingness to Pay Consumers -- Attitudes Hong Kong Polytechnic University -- Dissertations |
| Department: | School of Hotel and Tourism Management |
| Pages: | xi, 152 pages : color illustrations |
| Language: | English |
| Abstract: | This thesis addresses the significant environmental challenge of food waste, a major contributor to global greenhouse gas emissions and the depletion of natural resources. There is a pressing need for innovative solutions to reduce waste and promote sustainability within the food industry, with upcycled foods spotlighted as a sustainable countermeasure. However, consumer engagement with upcycled products is often limited by a lack of awareness, concerns about quality, and ultimately, their willingness to pay. To tackle these challenges, this research explores consumer perceptions, their willingness to pay, and the determinants influencing the willingness to pay for upcycled foods. It explores the roles of price, price promotion, environmental benefit information, and taste in shaping consumer preferences and decision-making processes. This study aims to uncover how these various factors collectively affect consumer behavior towards upcycled foods, thereby illuminating paths to bolster consumer engagement with sustainable food initiatives. Using a diverse methodological approach, the research combines scenario-based experiments in the United States with field experiments in Thailand. This approach provides a comprehensive understanding of effective marketing strategies for upcycled foods, focusing on the interaction between economic incentives and sustainability messaging. The findings illustrate that price promotions significantly elevate consumers' willingness to pay for upcycled foods, underscoring the effectiveness of financial incentives in promoting sustainable consumption behaviors. Moreover, the research indicates that environmental benefit information, when combined with price promotions, can further motivate consumer purchases of upcycled foods. This suggests that the impact of sustainability messaging is augmented when combined with compelling economic incentives. Furthermore, the study highlights the importance of taste in securing long-term consumer acceptance and loyalty, especially when upcycled foods are priced comparably to conventional alternatives. Theoretically, this thesis contributes to the discourse on sustainable consumer behavior and marketing strategies for upcycled foods, offering insights into the interplay of various factors influencing consumer behavior. It demonstrates the importance of multifaceted marketing strategies that combine economic incentives with sustainability messaging to facilitate consumer acceptance of upcycled foods. Practically, the research provides actionable recommendations for businesses and policymakers to increase the market presence of upcycled products. It advocates for comprehensive marketing strategies that integrate economic incentives with effective sustainability messaging to promote consumer acceptance. In conclusion, this research presents a thorough exploration of the factors influencing consumer acceptance and willingness to pay for upcycled foods. By advancing sustainable consumer behavior research and suggesting practical strategies for effectively marketing upcycled foods, this study makes a significant contribution towards advancing sustainability in the global food system. The insights gained are invaluable for academics, policymakers, and industry stakeholders committed to promoting sustainable consumption patterns and addressing the environmental challenges associated with food waste. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 7857.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 2.29 MB | Adobe PDF | View/Open |
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