Food upcycling: a Sustainable Business Model? The consumer willingness to pay test

Résumé 0

• Research objectives and questionsThe objective of this article is to consider a Sustainable Business Model and explore to which extent the value proposition may be accepted by customers and generate their willingness to pay. We evaluate to which extent this willingness to pay may vary according to the benefits presented in the value proposition and to the profile of customers, notably their psychological distance from food waste and upcycled products.• MethodologyWe base our analysis on the real case of an upcycled aperitif cookie made from bread powder. We test our research questions on a sample of 941 French consumers who responded to an online survey developed on the basis of a four-stage study design.• ResultsThe customer’s willingness to pay is above the market price (leader brand and private label), but below that of more qualitative brands. Furthermore, the more socially responsible the consumer’s behavior and the closer they feel to the upcycled cookie, the higher their willingness to pay and the more positive their attitude towards the product.• Implications for marketing decisionWe put forward concrete positioning and communication implications. These relate to the interest of adding additional benefits to the product, targeting responsible consumers, and reducing the perceived psychological distance from the product.• OriginalityThis paper investigates a new activity: upcycling. It examines whether upcycling can create value, and determines the conditions for a Sustainable Business Model. It thus contributes to the literature on food upcycling, process attributes, responsible behavior, and perceived psychological distance.