Open Collections

The Impact of Framing of Upcycled Foods on Willingness to Purchase

University of British Columbia. Food Services; University of British Columbia. Campus and Community Planning

This study aimed to determine how framing upcycled foods as “economical” and “environmentally responsible” impacts the consumer’s willingness to buy those foods. The research question is: How does framing upcycled foods as “economical” and “environmentally responsible” impact the consumer’s willingness to buy those foods compared to those with no framing? We hypothesized that framing upcycled foods as environmentally responsible or economical will increase people’s willingness to buy upcycled food. We conducted a between-group research study by randomly assigning 231 participants who were either UBC or non-UBC students to the economical condition, the environmentally responsible condition or the control condition. An online survey measured participants' intentions to purchase the upcycled food items. Using one-way ANOVA, our study discovered no statistically significant differences across the three conditions of the participants’ intentions to purchase the upcycled food items, which doesn't support our hypothesis. However, the environmentally responsible framing had the highest purchase intent, which provides some insight into the recommendations. No significant correlations were discovered between purchase intent and concern for sustainability; between purchase intent and concern for grocery prices; and between environmentally responsible framing and purchase intent. Based on our result, we recommended UBC food services focusing on raising awareness of environmental responsibility and price consciousness. Overall, these actions will help UBC reach its sustainability goals. Disclaimer: “UBC SEEDS provides students with the opportunity to share the findings of their studies, as well as their opinions, conclusions and recommendations with the UBC community. The reader should bear in mind that this is a student project/report and is not an official document of UBC. Furthermore readers should bear in mind that these reports may not reflect the current status of activities at UBC. We urge you to contact the research persons mentioned in a report or the SEEDS Coordinator about the current status of the subject matter of a project/report.”

Report

eng

2023-09-07

Attribution-NonCommercial-NoDerivatives 4.0 International

http://hdl.handle.net/2429/85840

Unreviewed

http://creativecommons.org/licenses/by-nc-nd/4.0/