An analysis of key attributes of upcycled food using a best-worst scaling approach

Purpose: The purpose of this study is to identify priorities by evaluating the significance of attributes consumers consider when selecting upcycled food. Design/methodology/approach: Based on a sample survey of 280 participants, a total of nine upcycled food attributes were derived and a total of 12 sets were proposed. By using a Best-Worst Scaling (BWS), the relative importance of a set of attributes was evaluated. Findings: Among the nine upcycled food selection attributes derived based on previous studies, food safety was the most important attribute, followed by sensory appeal, nutritional value, origin and environmental information. In contrast, brand, cost-effectiveness, convenience and familiarity appeared to be attributes of relatively low significance in selecting upcycled food. Research limitations/implications: The results of the study investigated the attributes affecting consumer purchase decisions in the emerging upcycled food market strengthened strategy establishment and improvement, and proposed ways to increase competitiveness. Originality/value: This study has academic significance in that it identified upcycled food selection attributes based on the quantitative analysis methodology rather than common perception. It is differentiated from previous studies in that it derives preferences for purchasing determinants through BWS and presents how much more important certain attributes are than other attributes, so the size of relative importance can be quantitatively compared.