The second life of food by-products: Consumers’ intention to purchase and willingness to pay for an upcycled pizza

One of the challenges that Europe has undertaken is the transition from a linear economic system to a circular economy, where waste and resources are recovered and regenerated. The practice of upcycling in the agri-food sector represents one of the most promising solutions to the enormous problem of food waste. However, the information available to consumers about foods made with upcycled ingredients is still scarce, limiting their acceptance and creating a critical barrier to their success in the market. The objective of this study is to determine the factors that affect Italian consumers’ intention to purchase and willingness to pay for a specific upcycled food enriched with a high-value vegetable by-product by applying a logit model, an interval regression, and a contingent valuation. Results show that knowledge about upcycling and the circular economy is still limited. Innovative consumers who are already aware of upcycling, who are not food neophobic, and who have a positive opinion of recycling are more willing to purchase upcycled products. At the same time, women who are already aware that the food industry produces considerable quantities of waste and who have a positive image of recycling are more willing to pay for a specific upcycled food. Finally, our sample proved to be willing to pay a premium price for an upcycled frozen margherita pizza. An informed consumer, aware of the environmental and health benefits of upcycled products, may become more willing to purchase them and to pay more compared to the same conventional products.