Understanding upcycled food acceptance among young female consumers in South Korea: the role of perceived consumption values, food neophobia and environmental awareness
- Author:
Mavis Esi AFARI-AGYAPONG
1
;
Borham YOON
Author Information
- Publication Type:Research Paper
- From:Nutrition Research and Practice 2026;20(2):346-357
- CountryRepublic of Korea
- Language:English
-
Abstract:
BACKGROUND/OBJECTIVES:This study aimed to identify key perceived consumption values in the context of upcycled food and examine how these perceived consumption values influence consumer attitudes and purchase intentions among young females. Additionally, the study explored differences in perceived consumption values, attitudes, and purchase intentions based on levels of food neophobia and environmental awareness (EA).
SUBJECTS/METHODS:A self-administered online survey was conducted among female college students at a university in Jeollanam-do, South Korea, in April 2025. A total of 236 valid responses were collected. To test the proposed relationships between variables, factor analysis and multiple regression were performed. Additionally, independent samples t-tests were used to examine differences in consumer perceptions based on levels of food neophobia and EA.
RESULTS:Exploratory factor analysis identified 4 perceived consumption values constructs, emotional, epistemic, functional, and economic values, excluding social value due to factor cross-loading. Multiple regression analysis showed that emotional (β = 0.434) and epistemic values (β = 0.324) were significant predictors of positive attitude toward upcycled food.Purchase intention was significantly influenced by emotional (β = 0.409), epistemic (β = 0.224), and economic values (β = 0.145). Independent samples t-tests showed significant group differences across all variables for food neophobia (P < 0.001), with neophilic consumers demonstrating more favorable value perceptions, attitude, and purchase intention. For EA, significant group differences were observed across all variables except epistemic value.
CONCLUSION:These findings suggest that emotional and epistemic appeals are particularly effective in engaging young female consumers in the upcycled food market. The strong acceptance observed among environmentally aware and less neophobic consumers underscores the importance of emphasizing environmental benefits, emotional engagement, and perceived value to improve consumer acceptance of upcycled food.
