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Take it or leave it? Investigating the ambivalence and willingness to pay for suboptimal fruits and vegetables among organic consumers in Germany

dc.date.accessioned2022-10-27T11:09:21Z
dc.date.available2022-10-27T11:09:21Z
dc.date.issued2022-10-06
dc.identifierdoi:10.17170/kobra-202210277043ger
dc.identifier.urihttp://hdl.handle.net/123456789/14220
dc.description.sponsorshipGefördert durch den Publikationsfonds der Universität Kasselger
dc.language.isoengger
dc.rightsNamensnennung 4.0 International*
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/*
dc.subjectambivalenceger
dc.subjectattitudeger
dc.subjectfood wasteger
dc.subjectmouse-tracking experimentger
dc.subjectorganic consumersger
dc.subjectsuboptimal foodger
dc.subjectwillingness to payger
dc.subjectenvironmental concernsger
dc.subject.ddc580ger
dc.subject.ddc630ger
dc.titleTake it or leave it? Investigating the ambivalence and willingness to pay for suboptimal fruits and vegetables among organic consumers in Germanyeng
dc.typeAufsatz
dcterms.abstractOrganic fruits and vegetables are often visually “suboptimal” because organic farming uses neither pesticides nor synthetic fertilisers to improve the cosmetic appearance of the produce. Despite the organic sector's natural and sustainable image, such foods often never reach the market or are left on the shelf, greatly increasing food waste. The current work hypothesised that an important factor in the rejection of suboptimal food is consumers' experience of ambivalence regarding these products. Data were collected through an online survey of (occasional) organic consumers in Germany (n = 493), including an online mouse-tracking experiment. We investigated the interplay of ambivalence with environmental concerns and attitudes towards suboptimal food that influence people's willingness to pay (WTP) for suboptimal fruits and vegetables. Our findings suggest that environmentally concerned consumers have more favourable attitudes and experience less ambivalence towards suboptimal food. Only subjective ambivalence was found to be directly associated with consumers' WTP, however, while attitudes were not. Based on these results, we propose measures for policymakers and food retailers to reduce such ambivalence and thus increase organic consumers' acceptance for suboptimal food.eng
dcterms.accessRightsopen accessger
dcterms.creatorPuteri, Berlianti
dcterms.creatorButtlar, Benjamin
dcterms.creatorJahnke, Benedikt
dc.relation.doidoi:10.3389/fsufs.2022.934954
dc.subject.swdDeutschlandger
dc.subject.swdBiologische Landwirtschaftger
dc.subject.swdLebensmittelabfallger
dc.subject.swdAbfallvermeidungger
dc.subject.swdVerbraucherverhaltenger
dc.subject.swdOnline-Befragungger
dc.subject.swdKaufverhaltenger
dc.type.versionpublishedVersion
dcterms.source.identifiereissn:2571-581X
dcterms.source.journalFrontiers in Sustainable Food Systemseng
dcterms.source.volumeVolume 6
kup.iskupfalse
dcterms.source.articlenumber934954


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