The Self-Perception Connection: Why Consumers Devalue Unattractive Produce

We investigate how the aesthetic premium placed on produce contributes to consumers’ rejection of unattractive produce, resulting in financial loss and food waste. We demonstrate that consumers devalue unattractive produce because of altered self-perceptions: merely imagining consuming unattractive produce negatively impacts consumers’ self-perceptions, consequently lowering their willingness-to-purchase and willingness-to-pay.

Citation:

Lauren Grewal, Jillian Hmurovic, Cait Lamberton, and Rebecca Walker Reczek (2018) ,"The Self-Perception Connection: Why Consumers Devalue Unattractive Produce", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 127-132.