From Waste to Wealth: Factors Influencing the Adoption of Upcycled Foods in China

Upcycled foods, produced from edible side-streams that would otherwise be discarded, offer a promising pathway toward circular and sustainable food systems. However, consumer acceptance in China remains limited. Drawing on the Theory of Planned Behaviour (TPB) and integrating eco-wellness awareness and cultural values, this study examines the drivers of Chinese consumers’ acceptance of upcycled foods. Survey data from 612 consumers across multiple provinces were analysed using structural equation modelling. The results show that attitude is the strongest predictor of purchase intention, followed by subjective norms and perceived behavioural control. Health awareness and consumer innovativeness significantly enhance both attitude and perceived behavioural control, while environmental awareness primarily strengthens perceived behavioural control. Collectivism positively influences all TPB components, whereas frugality strengthens attitude and subjective norms only. Perceived risk plays a limited role. The findings highlight the importance of health-oriented and culturally grounded communication strategies for promoting circular food consumption in China.