Research on the Chinese Consumers Perceptions of Imperfect Ugly Produce

Despite the nutritional value of imperfect or 'ugly" produce, these items are often left unharvested or discarded, contributing to increasing farm-to-fork food waste issues worldwide, and China is no exception. This paper aims to explore Chinese consumers' perceptions of imperfect produce and their willingness to purchase these foods in their households. Six online focus group sessions were conducted, each involving five voluntary participants. The structured interviews generated a total of eleven themes related to consumer perceptions of imperfect produce, including food safety, freshness confusion, price sensitivity, the channel of sale, product presentation, intended use, goodwill, family influence, consumer education, smart integration and food waste. This study provides initial insights into consumer perceptions of imperfect ugly fruits and vegetables from a research perspective, and the conclusions provide strategies for sustainable food management. This helps stakeholders in the food supply chain to save on production costs while helping governments to alleviate the paradox of hunger and food waste.