Who Buys Oddly Shaped Food and Why? Impacts of Food Shape Abnormality and Organic Labeling on Purchase Intentions

Loebnitz, Natascha; Schuitema, Geertje; Grunert, Klaus G.

doi:10.1002/mar.20788

Cited by 216Food Waste Reduction and SustainabilityOrganic Food and AgricultureConsumer Attitudes and Food Labeling

Who Buys Oddly Shaped Food and Why? Impacts of Food Shape Abnormality and Organic Labeling on Purchase Intentions

Loebnitz, Natascha, Schuitema, Geertje, Grunert, Klaus G.·2015·Psychology & Marketing

DOI 10.1002/mar.20788

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Abstract

Even without official quality standards, food retailers generally do not offer abnormally shaped food based on the assumption that consumers reject food that deviates physically from some norm. Because this practice contributes significantly to food waste, the current study tests this assumption experimentally. A representative sample of 964 Danish consumers indicated their purchase intentions for two fruits and two vegetables with varying levels of food shape abnormality (normal, moderately abnormal, and extremely abnormal) and organic labels (organic label, no label). Food shape abnormalities influence consumers’ purchase intentions, but only if the food deviates extremely from the norm; no differences in purchase intentions emerge for moderately abnormal food. Awareness of food waste issues and proenvironmental self-identities also drive purchase intentions, such that participants with high levels of these traits express significantly higher purchase intentions for abnormally shaped food. Thus, increasing awareness of food waste issues, particularly among those with strong proenvironmental self-identities, might encourage more consumers to purchase abnormally shaped fruits and vegetables.

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VASP could appeal to environmentally conscious consumers.
“In line with other studies, this study shows VASP could appeal to environmentally conscious consumers (De Hooge et al., 2017; Loebnitz et al., 2015).”
From Completing the food waste management loop: Is there market potential for value-added surplus products (VASP)? (2020) · cites this paper as Loebnitz et al., 2015

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Authors: Loebnitz, N., Schuitema, G., & Grunert, K. G.
Affiliations: Aarhus University (DK)
Corresponding author: Loebnitz, Natascha
ORCID: Loebnitz, Natascha
Schuitema, Geertje
Grunert, Klaus G.
Venue: Psychology & Marketing
Publisher: Wiley
Published: 2015-03-10
Volume: 32
Issue: 4
Pages: 408-421
ISSN: 0742-6046 (ISSN-L)
DOI: 10.1002/mar.20788
OpenAlex: W1919429638
Cited by: 216
References: 76
Citations by year: 2026: 11 · 2025: 15 · 2024: 22 · 2023: 32 · 2022: 23 · 2021: 27 · 2020: 17 · 2019: 26 · 2018: 18 · 2017: 16 · 2016: 7 · 2015: 1 · 2014: 1
FWCI: 18.74
Type: journal article
Language: en
Open access: closed
Licence: doi.wiley.com/10.1002/tdm_license_1.1 (tdm)
onlinelibrary.wiley.com/termsAndConditions#vor (vor)
Locations: Psychology and Marketing (publishedVersion)
Funders: European Commission (LEANGREENFOOD) (238084)
Topics: Life Sciences › Agricultural and Biological Sciences › Food Science › Food Waste Reduction and Sustainability
Life Sciences › Agricultural and Biological Sciences › Plant Science › Organic Food and Agriculture
Health Sciences › Medicine › Public Health, Environmental and Occupational Health › Consumer Attitudes and Food Labeling
Keywords: organic labeling, purchase intention, food waste, food waste awareness, fruits and vegetables, consumer behavior

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Who Buys Oddly Shaped Food and Why? Impacts of Food Shape Abnormality and Organic Labeling on Purchase Intentions

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