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Preference for imperfect produce: The influence of political ideology and openness to experience

Food waste is a critical global issue, posing substantial environmental, social, and financial challenges, even as millions continue to face uncertainty regarding their next meal source. The seriousness of this problem necessitates a closer look into ways to reduce food waste. In this investigation, we identify a key factor which contributes to food waste-imperfect fruits and vegetables (FaVs), defined as foods that are non-uniform in shape, color, or texture. Because of their unusual and sometimes ugly appearance, people are often averse to buying them, making it important to understand factors that influence people's acceptance or rejection of imperfect FaVs. Across four online studies (including an exploratory study) with nearly 1400 U.S. respondents and using varied designs, we test political ideology as a moderator of this aversion to imperfect FaVs. Our findings indicate that politically conservative people are less likely to purchase imperfect FaVs (vs. perfect FaVs) compared to politically liberal people. The last study also uncovers the psychological mechanism underlying this greater aversion to FaVs by conservatives: lower openness to experience explains why this segment of population may be less willing to purchase imperfect FaVs. Implications and future research directions are discussed.
- Free University of Amsterdam Pure VU Amsterdam Netherlands
- Vrije Universiteit Amsterdam Netherlands
- University of Saint Joseph United States
- Florida International University United States
- University of Melbourne Australia
Male, Adult, Adolescent, Food waste, Openness to experience, Politics, Middle Aged, Consumer Behavior, Choice Behavior, United States, Food Preferences, Young Adult, Political ideology, Sustainability, Imperfect food, Fruit, Vegetables, Humans, Female, Aged
Male, Adult, Adolescent, Food waste, Openness to experience, Politics, Middle Aged, Consumer Behavior, Choice Behavior, United States, Food Preferences, Young Adult, Political ideology, Sustainability, Imperfect food, Fruit, Vegetables, Humans, Female, Aged
citations This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).3 popularity This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.Average influence This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).Average impulse This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.Average
