When Unfamiliar Ingredients Meet Social Media Influencers: Shaping Consumers’ Intention to Purchase Upcycled Food
(A2026-133912)

AUTHORS

Karina Miara, University of Goettingen; Ahmet Samet Erg�n, University of Goettingen; Waldemar Toporowski, University of Goettingen

ABSTRACT

To combat food waste, companies are offering upcycled food as a promising solution, as it allows by-products to be reused. However, unfamiliar ingredients can lead to skepticism and influence the perception and thus purchase intention of upcycled food negatively. To address consumers’ insecurity, a communication strategy is required, with social media influencers offering a promising option. Therefore, our research examines the influence of ingredient unfamiliarity and social media influencer recommendations on purchase intention of upcycled food. An online experiment (n = 233) reveals that ingredient unfamiliarity has a central role in the acceptance of upcycled food by influencing purchase intention via expected taste and perceived healthiness. Ingredient unfamiliarity reduces the expected taste and perceived healthiness, while a social media influencer recommendation mitigates the negative influence of ingredient unfamiliarity on perceived healthiness and purchase intention.