Investigating the mechanisms influencing consumers’ purchase intention toward upcycled foods: an integration of the value–attitude–behavior framework and the theory of planned behavior

Introduction Upcycled foods are increasingly recognized as a promising strategy for reducing food waste and advancing sustainable food systems. Despite this growing interest, consumer acceptance of such products remains relatively low, and the factors shaping consumers’ purchase intention have not been sufficiently clarified. Methods Building on the value–attitude–behavior (VAB) framework and the Theory of Planned Behavior (TPB), this study proposes an integrated model to explain consumers’ purchase intention toward upcycled foods. The model focuses on the roles of perceived value, attitude, subjective norm, and perceived behavioral control. Data were collected through a survey of Chinese consumers, yielding 418 valid responses. Structural equation modeling was used to test the proposed relationships, and a bias-corrected bootstrap procedure was employed to assess the mediating role of attitude. Results The findings show that perceived value positively influences consumers’ attitudes toward upcycled foods, and attitude in turn positively affects purchase intention. Subjective norm also has a significant positive effect on purchase intention, whereas perceived behavioral control does not show a significant effect. In addition, attitude partially mediates the relationship between perceived value and purchase intention. Discussion These findings enrich current understanding of sustainable food consumption by demonstrating how value-based evaluations, attitudinal responses, and social influence jointly shape consumer intention toward upcycled foods. The study also offers practical implications for improving consumer acceptance and supporting the wider market development of upcycled food products.