A study on the structural relationship between perceived value, well-being perception, attachment, and customer citizenship behavior in the context of food upcycling

Food waste is a major contributor to climate change and environmental pollution, resulting in an annual economic loss and a substantial amount of waste each year. In this vein, food upcycling products made from discarded food are gaining significant attention worldwide due to their sustainability and role in preventing environmental pollution. Therefore, this study examined the importance of perceived value in the context of food upcycling. A total of 312 samples were analyzed using SPSS Statistics 25.0 and AMOS 23.0. The results indicated that perceived value significantly affects well-being perception and attachment, and that well-being perception also has a positive influence on attachment. Additionally, attachment was an important factor in forming the four sub-dimensions of customer citizenship behavior. Consequently, this study presented not only theoretical extensions for research but also managerial implications for the popularization of food upcycling products.