Upcycling economy: consumer perceptions of food made from surplus food

Food waste is a critical global issue, with an estimated 30–40% of food production lost along the supply chain. Upcycled food, which repurposes surplus ingredients into high-quality products, represents a promising strategy within the circular economy to reduce waste and promote sustainability. This study explores consumer perceptions of upcycled food, focusing on key psychological and perceptual drivers of its adoption. It develops a theoretical model aimed at assessing how environmental attitudes, product characteristics, and food neophobia shape consumers' willingness to consume these products. The results showed that product perceived healthiness is the key driver in increasing the judgement of the product and the moral obligation to buy, while reducing the perception of risk. Conversely, perceived risk and food neophobia are relevant barriers to experimenting with upcycled food. Finally, the more information consumers are given about the production process, the greater the perception of product innovation and the greater the perception of risk. Our findings provide both theoretical insights and practical guidance for the food industry, supporting the transition toward sustainable consumption.