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EMAC 2024 Annual


Rescue us all! The effect of the rescue-based claim for familiar and unfamiliar food ingredients
(A2024-119618)

Published: May 28, 2024

AUTHORS

Fernanda Carneiro-Otto, Georg-August-Universität Göttingen; Steffen Jahn, University of Goettingen; Jessica Aschemann-Witzel, Aarhus University; Yasemin Boztug, University of Goettingen

ABSTRACT

In line with the United Nations' commitment to halve food waste by 2030, companies started to rescue foods that would be discarded and repurpose them as ingredients in their products. These products are being marketed as “rescue-based”. This research aims to investigate the impact of informing consumers about the rescued nature of the ingredients on product perception and consumer behavior. It also aims to assess how familiarity with the rescued ingredients moderates this effect. We find that highlighting the rescue-based aspect enhances a product’s perceived sustainability and healthiness, thereby positively influencing consumers’ purchase intention. No significant effect of the claim on expected taste was observed. The effects of the claim are more pronounced when consumers are already familiar with the rescued ingredient. Our findings suggest that informing about rescued ingredients increases purchase intention.