Feel Sorry For the Cake in Trash? the Effect of Food Types on Consumers’ Food Waste Perceptions

Joon Yong Seo, SUNY Brockport, USA
Sukki Yoon, Bryant, USA
Consumer perceptions and feelings associated with food waste remain unexamined. The present research proposes that consumers deal with food waste with a varying degree of cognitive and affective reactions, depending on the types of food (virtue and vice) wasted and food consumption goals (taste and health).
[ to cite ]:
Joon Yong Seo and Sukki Yoon (2013) ,"Feel Sorry For the Cake in Trash? the Effect of Food Types on Consumers’ Food Waste Perceptions", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.