Analysing the drivers of consumers' attitudes and intention to buy upcycled food products: an application extending the theory of planned behaviour

Purpose Upcycled foods (UFs), produced through the re-use of food by-products, are a promising solution to food waste. Since their market success depends on consumer acceptance, this study has two objectives: (1) to assess the role of multiple personality traits in shaping attitudes toward UFs and (2) to assess the relevance of the attitude–intention gap – commonly found for “green foods” – for UFs. Design/methodology/approach A theoretical model was grounded on the theory of planned behaviour (TPB). Data were collected through an online survey on a representative sample of 904 Italian consumers. Structural Equation Modelling was used to analyse data and test the model hypotheses. Findings Consumers' environmental concerns and knowledge of UFs are the main attitudinal drivers, identifying these as the main levers to increase UF consumption. Conversely, attitudinal barriers such as food neophobia and traditional consumption habits are weak, suggesting that consumers do not have strong prejudices against UFs. However, a relevant gap exists between attitudes and purchasing intentions, which risks undermining efforts in increasing UF attitudes. Originality/value The article sets a comprehensive framework for studying antecedents of UFs purchase intention, contributing to the sectorial literature that usually investigates a few factors at a time. While UFs are considered “green foods”, their technology-intensive production and connection to food waste require ad hoc research, making the transposition of insights from other “green foods” literature critical. From a theoretical perspective, we contribute to understanding the role of food neophobia, testing whether it should be considered an antecedent of attitudes or an attitude-intention moderator.