Not All Imperfections Are Equal: Consumer Perceptions of Suboptimal Fruits and Vegetables Across Multiple Products

ABSTRACT Food loss and waste constitute a major global challenge, with a substantial proportion of fruits and vegetables discarded due to deviations from aesthetic standards. This study examined consumer perceptions of suboptimal fruits and vegetables in Uruguay across a diverse range of products with different types of imperfections. An online survey was conducted with 634 participants, who evaluated images of suboptimal fruits and vegetables. Participants completed a word association task, rated expected liking and purchase intention, responded to a check‐all‐that‐apply question on buyer ascriptions, and provided open‐ended suggestions on strategies to encourage the purchase of suboptimal produce. Qualitative data were analyzed using content analysis, while liking and purchase intention were analyzed using linear mixed‐effects models. Results showed that suboptimalities were highly salient in consumer perceptions and were frequently associated with negative inferences about quality and safety, often linked to perceived biological causes. Expected liking and purchase intention varied significantly across suboptimal products. Those with imperfections affecting surface integrity and perceived as biological damage elicited more negative evaluations than products with deviations primarily related to shape. Socio‐demographic variables had limited influence on perception, whereas purchasing habits and attitudes toward food waste showed modest but significant associations with liking and purchase intention. Participants mainly proposed information‐based and economic strategies to promote consumption, emphasizing reassurance about quality, safety, and equivalence to optimal products.