What were the main findings?

Consumers generally have positive attitudes towards upcycled foods.. A significant gap exists between positive attitudes and actual purchase intention.. Consumer awareness is a major obstacle to translating positive attitudes into purchasing behavior.. Product cues, consumer characteristics, and perceptions influence consumer responses (attitude, purchase intention, sensory evaluation, willingness to pay).

How strong is the evidence?

Evidence strength is rated Moderate effect, based on a 2026 journal from Foods.

What are the limitations?

The review's findings are based on existing literature, and the effectiveness of specific interventions to increase awareness was not directly tested.

Short answer

Focus on clear, compelling communication and education to bridge the awareness gap and drive consumer adoption of upcycled food products.

Field: Innovation & Markets
Source: Foods (2026)
Method: Systematic Literature Review
Sample: 83 studies
Evidence: Moderate effect

While consumers generally hold positive attitudes towards upcycled foods, a significant gap exists between this sentiment and actual purchase behavior, primarily due to a lack of consumer awareness. This innovation & markets research insight is drawn from a 2026 study published in Foods. Using Systematic literature review with 83 studies, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Focus on clear, compelling communication and education to bridge the awareness gap and drive consumer adoption of upcycled food products.

Study

Innovation & MarketsNew This WeekModerate effect

Upcycled Foods: Consumer Awareness is Key to Bridging the Gap Between Positive Attitudes and Purchase Intent

While consumers generally hold positive attitudes towards upcycled foods, a significant gap exists between this sentiment and actual purchase behavior, primarily due to a lack of consumer awareness.

Foods · 2026

Key Findings

01Consumers generally have positive attitudes towards upcycled foods.
02A significant gap exists between positive attitudes and actual purchase intention.
03Consumer awareness is a major obstacle to translating positive attitudes into purchasing behavior.
04Product cues, consumer characteristics, and perceptions influence consumer responses (attitude, purchase intention, sensory evaluation, willingness to pay).

Application

Design takeaway

Focus on clear, compelling communication and education to bridge the awareness gap and drive consumer adoption of upcycled food products.

How to apply

Develop educational campaigns and clear product labeling that highlight the environmental benefits and quality of upcycled ingredients.

Project actions

01When researching new food products, consider how you will educate your target audience about the product's unique selling points.
02Think about how packaging and branding can communicate the benefits of 'upcycled' or 'circular economy' principles.

Method & Evidence

AimWhat factors influence consumer responses to upcycled foods as a circular economy consumption strategy?

MethodSystematic Literature Review

ProcedureA systematic literature search was conducted in Scopus, followed by an analysis of 54 research articles (83 studies) published since 2010, adhering to the PRISMA protocol.

Sample83 studies

ContextFood industry, circular economy, consumer behavior

Variables

IV["Consumer awareness of upcycled foods","Product cues (e.g., origin, ingredients, sustainability claims)","Consumer characteristics (e.g., values, demographics)","Consumer perceptions"]

DV["General attitude towards upcycled foods","Purchase intention","Sensory evaluation","Willingness to pay"]

Strengths & Limitations

Strengths

+Comprehensive literature search using a recognized protocol (PRISMA).
+Analysis of a substantial number of studies (83 studies from 54 articles).

Limitations

The effectiveness of specific awareness-raising tactics was not directly measured in this review.

Reliability & validity

The reliability of the review is supported by the systematic search and inclusion criteria. Validity is enhanced by the broad scope of studies analyzed and the use of a theoretical framework (Total Food Quality model).

Think critically

How can designers effectively communicate complex concepts like 'circular economy' and 'upcycling' in a way that is easily understood and persuasive to a broad consumer base?

Design Principles

"Effective communication of product value and origin is critical for market success, especially for innovative and sustainable product categories."

For designers and product developers, understanding this awareness gap is crucial for successful market entry. Strategies that focus on educating consumers about the benefits and origins of upcycled foods are essential for driving adoption and achieving commercial viability.

What This Means for Your Design

People like the idea of food made from things that would have been thrown away, but they don't always buy it because they don't know enough about it. Making them more aware is key.

How to use in your project

1.This review can inform the user research phase of a design project by suggesting key areas to explore regarding consumer perception and knowledge of sustainable food options.

Add to My Project

Quick Cite

Paragraph starter

This systematic review of upcycled foods indicates that while consumer attitudes are generally positive, a significant barrier to purchase intention is a lack of consumer awareness. Therefore, any design project involving upcycled food products must incorporate strategies to educate consumers about the benefits and origins of these items to bridge the gap between positive sentiment and actual purchasing behavior.

Source

Foods

Upcycled Foods: What Influences Consumer Responses to a Circular Economy-Based Consumption Strategy? Insights from a Systematic Literature Review

journal · 2026

View source

Related studies

Questions About This Research

What does the research say about upcycled foods: consumer awareness is key to bridging the gap between positive attitudes and purchase intent?: Focus on clear, compelling communication and education to bridge the awareness gap and drive consumer adoption of upcycled food products. Evidence: Foods (2026).
Why does "Upcycled Foods: Consumer Awareness is Key to Bridging the Gap Between Positive Attitudes and Purchase Intent" matter for design?: For designers and product developers, understanding this awareness gap is crucial for successful market entry. Strategies that focus on educating consumers about the benefits and origins of upcycled foods are essential for driving adoption and achieving commercial viability.
How can designers apply this research?: Focus on clear, compelling communication and education to bridge the awareness gap and drive consumer adoption of upcycled food products.
What were the main findings?: Consumers generally have positive attitudes towards upcycled foods.. A significant gap exists between positive attitudes and actual purchase intention.. Consumer awareness is a major obstacle to translating positive attitudes into purchasing behavior.. Product cues, consumer characteristics, and perceptions influence consumer responses (attitude, purchase intention, sensory evaluation, willingness to pay).
What research method was used?: Systematic Literature Review with 83 studies.
How strong is the evidence?: Evidence strength is rated Moderate effect, based on a 2026 journal from Foods.
What should I do differently in my next project?: Develop educational campaigns and clear product labeling that highlight the environmental benefits and quality of upcycled ingredients.
What are the limitations?: The review's findings are based on existing literature, and the effectiveness of specific interventions to increase awareness was not directly tested.