Communicating upcycled foods: Frugality framing supports acceptance of sustainable product innovations

Future sustainable food systems should more efficiently use natural resources and reduce waste. Upcycled – foods elevated in value through ingredients otherwise wasted or previously thought inedible constitutes a new approach contributing to this much needed transition. Successful market launches of such requires favourable consumer perception these products, knowing the factors determining acceptance, an adequate communicational framing concept. However, upcycled is yet under-researched, particular across categories countries, concept frugality has not been explored context. In survey assessing influence on attitude towards with sample five Northern Southern European we show that stressing aspect traditional appeal frugal orientation appears communication frame for food. Product match region are perceived as favourable. Environmental concern determines while neophobia acts barrier. Our results lead us recommend marketing focus environmentally concerned segment communicates benefit resource use. Findings further provide insights into psychology acceptance attitudes. These can be used communicating nature public consumers.