Would you bring home ugly produce? Motivators and demotivators for ugly food consumption

Abstract It is important to reduce food waste by successfully promoting ugly food consumption. Thus, this study uses the food quality attribute model to investigate certain key factors - motivators and demotivators that can influence consumers’ attitudes toward and subsequent purchases of ugly produce. This study further examines differences in these key factors between ugly food buyers and non-buyers. The results indicate that price consciousness and environmental self-identity stimulate ugly food consumption, but physical appearance discourages its purchase. The influences of the motivators are more salient for buyers, while the influences of the demotivators are more salient for non-buyers.