How you talk about food waste changes whether people want to eat it

How framing upcycled foods as “smart” instead of “waste‑reducing” changes consumer perception

Food loss and waste cause serious environmental and economic problems across the global food system. Upcycled foods — products made from food parts that would otherwise be thrown away — offer one possible solution. However, many consumers still have concerns about safety, quality and the idea of eating food linked to waste.

New research published in Food Research International shows that the words used to describe upcycled foods can strongly affect how people feel about them. The study found that when upcycling was described as a frugal and resourceful practice, consumers reacted more positively than when it was framed as waste reduction.

The research was conducted by Luke Ellinger, Fei Weisstein, Lester Ramdin, Alec Simmons and Jill Kershaw. Weisstein is chair of the marketing department in the Schmidthorst College of Business at Bowling Green State University. The study included an online experiment and an in‑person taste test.

In both parts of the study, participants who saw frugal wording were less likely to think about waste. They also felt the food was safer and higher quality. During the taste test, these participants said they enjoyed the food more than those who saw waste‑focused language.

The researchers also examined why wording mattered. They found that when people thought less about waste and felt the food was safe, they expected it to taste better. Those expectations then affected how much they liked the food and whether they wanted to buy it. Feelings about doing the “right thing” also played a role, showing that people respond well when sustainable choices feel personal and meaningful.

The findings suggest that food companies, retailers and sustainability groups may want to rethink how they talk about upcycled foods. Describing these products as a smart and resourceful use of ingredients may help reduce concerns and make them more appealing to more consumers.

Food Research International, 2026

Rescued or resourceful? Framing waste as a frugal solution improves upcycled food acceptance is avaiable via Science Direct.