Awareness, intention, and behavior: Three empirical perspectives on predicting the purchase of abnormally shaped fruits and vegetables

This research addresses psychological determinants of consuming abnormally shaped fruits and vegetables to reduce food waste. In a correlational online survey with 472 citizens of a small European capital, we found that personal norms and environmental awareness predict whether someone is aware of sales outlets of abnormally shaped fruits and vegetables and whether they intend to and report to finally purchase abnormally shaped fruits and vegetables. A subsequent analysis on differences between people that do purchase abnormally shaped fruits and vegetables—i.e., Doers—and people that do not purchase abnormally shaped fruits and vegetables—i.e., Non-Doers—reveals by which aspects Doers and Non-Doers are driven during their purchases (e.g., appearance, seasonality, social and ecological sustainability). We discuss implications for interventions to foster the consumption of abnormally shaped fruits and vegetables to reduce food waste.