Does consumption values influence the purchase intention of waste-to-value foods? The moderating role of food neophobia

Food waste is a significant global issue within the agricultural and food industry, prompting the need for sustainable solutions. The Environmental Protection Agency’s Food Recovery Hierarchy emphasizes reducing waste at its source and reusing it, known as waste-to-value (WTV) foods. While there is extensive research on WTV foods in the supply chain, little is known about consumer behavior toward these. This study explores the relationships between consumption value dimensions and consumer purchase intention, moderated by food neophobia. Using the theory of consumption value, the study sampled 359 respondents and analyzed the data using Structural Equation Modeling (SEM). Findings revealed that three constructs; functional value, social value, and epistemic value significantly influenced purchase intentions toward WTV foods, while emotional value and conditional value did not. Additionally, food neophobia significantly moderates the relationship between social and epistemic values and purchase intention. The study’s findings highlight some practical implications for marketers and policymakers by emphasizing the need to design WTV food products with appealing consumption values to enhance purchase intentions.