McCarthy, Breda, Kapetanaki, Ariadne Beatrice orcid.org/0000-0001-9896-6978 and Wang, Pengji (2019) Circular agri-food approaches:will consumers buy novel products made from vegetable waste? Rural Society. pp. 91-107. ISSN 2204-0536
Abstract
This article discusses the challenges associated with managing waste in the horticultural sector by presenting the circular economy framework as a solution to the problem of food waste. The research focuses on consumers’ role and value adding as one strategy that transforms food waste for reuse in accordance with a circular economy. A structured questionnaire was collected from a sample (n = 330) of Australian households to assess consumers’ willingness buy food derived from underutilised biomass. The survey found half of the sample was willing to buy value-added food. Helping Australian farmers was the top-ranking factor driving demand. Awareness of the food waste problem is significant in distinguishing consumers who are willing to buy value-added food from those who are not. Marketing recommendations for communication design a circular economy are to stress empathy and care for farmers and highlight the consequences of food waste for both the natural environment and people.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2019 Informa UK Limited, trading as Taylor & Francis Group. This is an author-produced version of the published paper. Uploaded in accordance with the publisher’s self-archiving policy. Further copying may not be permitted; contact the publisher for details. |
Dates: |
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Institution: | The University of York |
Academic Units: | The University of York > Faculty of Social Sciences (York) > The York Management School |
Depositing User: | Pure (York) |
Date Deposited: | 25 Sep 2019 09:30 |
Last Modified: | 18 Mar 2025 00:08 |
Published Version: | https://doi.org/10.1080/10371656.2019.1656394 |
Status: | Published online |
Refereed: | Yes |
Identification Number: | 10.1080/10371656.2019.1656394 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:151311 |
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