Journal Article - Consumer Acceptance of Upcycled Craft Beer: A New Zealand Case Study

About this Resource:

  • Title: Consumer Acceptance of Upcycled Craft Beer: A New Zealand Case Study

  • Authors: Francesca Goodman-Smith, Siddharth Bhatt, Simona Grasso, Jonathan Deutsch, Miranda Mirosa

  • Type: Journal Article

  • Publication Date: November 9, 2023

Overview:

This article aims to better understand marketing strategies for upcycled foods. Upcycled foods are created from surplus food, edible food waste and by-products. However, little is known about how consumers respond to upcycled foods nor how these products can be most effectively promoted. Two surveys were conducted in New Zealand to examine differences in consumer sentiment toward upcycled beer. The study findings identified the environmental benefits of upcycled foods as the most important, and information provision on pack and online as important promotional strategies. Furthermore, consumers reported a greater awareness and acceptance of upcycled foods in-store yet raised concerns relating to taste and price. These findings help differentiate a potential promotion strategy for upcycled foods.

Food Waste Innovation Authors:

  • Miranda Mirosa

  • Francesca Goodman-Smith

Citation:

Goodman-Smith, F., Bhatt, S., Grasso, S., Deutsch, J., & Mirosa, M. (2023) Consumer Acceptance of Upcycled Craft Beer: A New Zealand Case Study. Frontiers in Nutrition, Food Policy and Economics, 10. http://dx.doi.org/10.3389/fnut.2023.1235137

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