Available at: https://digitalcommons.calpoly.edu/theses/3155
Date of Award
8-2025
Degree Name
MS in Agriculture - Food Science and Nutrition
Department/Program
Food Science and Nutrition
College
College of Agriculture, Food, and Environmental Sciences
Advisor
Amy Lammert
Advisor Department
Food Science and Nutrition
Advisor College
College of Agriculture, Food, and Environmental Sciences
Abstract
Upcycled foods are a rising trend as the issue of food waste and sustainability becomes an increasing concern. Understanding how consumer characterizations influence their perception of these foods is vital to the widespread acceptance of upcycled products. The goals of this research were to 1) identify and characterize consumers who may be more accepting of upcycled foods and 2) evaluate consumer acceptability of upcycled foods based on prior characterization. These objectives were carried out through two studies.
In the first study, an online questionnaire was developed to evaluate food neophobia, lifestyle, behavior, beliefs, awareness, and familiarity or recognition of upcycled and sustainable food products using a pre- and post-infographic intervention. The survey was created using Red Jade SaaS and distributed to participants through the Cal Poly Sensory database, North Carolina State University Sensory Service Center database, social media (LinkedIn and Nextdoor), and personal communication. Participants (n=947) were segmented using a k-means clustering algorithm on lifestyle, neophobia, and beliefs questions. Four clusters were identified: Greenthusiasts (n=306)- environmentally conscious and open-minded to new products, Balanced Believers (n=347)- supportive of new products with reasonable doubt, Healthy Hesitants (n=208)- willing to make health-focused changes but hesitant towards new products and technologies, and Eco-Skeptics (n=86)- doubtful and resistant to change, most food and technologically neophobic. Based on pre- and post-intervention, Eco-Skeptics had the lowest initial awareness and recognition of sustainable and upcycled food products, while Greenthusiasts had the highest. All four segments trended towards improved recognition of the food products post-intervention.
The design of the second study used segmentation identified in the first study, followed by a non-blind sensory evaluation with upcycled products and their respective concepts. Participants (n=101) were recruited from the San Luis Obispo, CA, USA, area to evaluate three cookies: an upcycled, sustainable, and conventional. The upcycled concept and cookie preformed the best with consumers thinking the concept was better than expected, the cookie having higher hedonic scores (p < 0.05), and the highest purchase intent after tasting. Consumer segments who were initially hesitant to consume upcycled and sustainable foods (Eco-skeptics and Healthy Hesitants) showed a positive response to the upcycled cookie. These findings provide insight on targeting specific consumer populations to encourage the success of upcycled foods.