Effects of abstract and concrete communication on moral signalling and purchase intention of upcycled food products

• Published in: Cleaner and Responsible Consumption Vol. 8; p. 100110
• Main Authors: Taufik, Danny, Rood, Raimo, Dagevos, Hans, Bouwman, Emily P., Reinders, Machiel J.
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01.03.2023; Elsevier
• Subjects: Circular economy; Food consumption; Moral psychology; Signalling theory; Upcycling; Circular economy; Food consumption; Upcycling; Signalling theory; Moral psychology

Increasing consumer adoption of upcycled food products contributes to making the food system more resource efficient and to transitioning towards a circular economy. Yet, it is unclear how upcycled food can best be communicated towards consumers so that it signals something positive about consumers...