The upcycled appetite: exploring intentions behind choosing food waste-based functional products and food neophobia

Purpose As the global food system seeks sustainable solutions, valorising food by-products into functional ingredients offers promise. The study aims to investigate the behavioural intentions behind consumer choices of upcycled food products by integrating the norm activation theory (NAT) and the theory of reasoned action (TRA) to offer a comprehensive understanding. Design/methodology/approach A survey of 600 Australian consumers was analysed using AMOS 28 and SPSS. Measurement invariance testing ensured construct comparability across food neophobia segments (high, medium and low). Cluster analysis was used to identify distinct consumer profiles. Finally, multi-group structural equation modelling assessed whether key relationships differed across segments. Findings The ascription of responsibility emerged as a strong predictor of both social and personal norms. Sensory attitudes, social norms and personal norms were found to mediate the relationships. Neophobic consumers displayed varied responses, while Gen X participants showed lower purchase intentions primarily due to concerns around food quality. Additionally, an increase in age and religious commitment was associated with reduced willingness to purchase upcycled foods across different categories. Originality/value This convergence suggests a potential theoretical extension, where integrating personal moral norms from NAT with attitudinal components of TRA could offer a more comprehensive framework for predicting sustainable food-related behaviours. The findings provide actionable insights for practitioners, policymakers and upcycled product developers seeking to promote upcycled food consumption. By advancing the theoretical integration of NAT and TRA, this research lays the groundwork for future cross-cultural studies and real-world interventions aimed at improving consumer intake of upcycled functional foods.