ORIGINAL RESEARCH article
Front. Psychol.
Sec. Environmental Psychology
Volume 16 - 2025 | doi: 10.3389/fpsyg.2025.1682850
This article is part of the Research TopicUnderstanding Psychological Drivers of Food Consumption and Waste: Pathways to Sustainable ChoicesView all 7 articles
Fostering sustainable food consumption: A theoretical framework for upcycled foods
Provisionally accepted- 1Department of Accounting, Jiaxing University, Jiaxing, China
- 2Department of Health Industry Technology Management, Chung Shan Medical University, Taichung, Taiwan
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Purpose: This study investigates the psychological, social, and environmental determinants of consumers' purchasing intentions for upcycled foods by integrating Value-Belief-Norm Theory (VBNT), Social Cognitive Theory (SCT), and Self-Determination Theory (SDT) into a multi-theoretical framework. Design/methodology/approach: A survey of 402 online respondents was conducted using convenience sampling, and partial least squares structural equation modeling (PLS-SEM) was used to analyze the results. Findings: This study found that biospheric and altruistic values drive purchase intentions, enhancing consumers' sense of responsibility and the environmental and social benefits of upcycled food. Consequence awareness was identified as a critical mediator bridging consumers' values and attitudes toward upcycled food consumption. Social media advertising has been found to be a powerful external stimulus that strengthens consumers' self-efficacy, value identification, autonomy, and control motivation. Originality: This study contributes to the literature on sustainable consumption by demonstrating a multitheoretical approach to unravel consumer decision-making processes. Research limitations/implications: This study was based solely on a Taiwanese sample, where cultural characteristics (e.g., collectivism and the dominance of the Line app) may limit the generalizability of the findings, highlighting the need for cross-cultural research in this area. This study underscores the importance of strategies that align with values, enhance self-efficacy, and leverage social norms. Practical implications: The results of this study have practical implications for policymakers, marketers, and industry practitioners, who should develop strategies that emphasize the environmental and social benefits of upcycled foods while addressing consumers' motivational needs for autonomy and efficacy. Social implications: This study provides insights into fostering sustainable food consumption at the intersection of individual values, social norms, and marketing-driven stimuli.
Keywords: Sustainable food consumption, Social media advertising, Consumer values, Consumer decision-making, Environmental benefits
Received: 09 Aug 2025; Accepted: 29 Sep 2025.
Copyright: © 2025 Chang, Chao and Chen. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Han-Shen Chen, allen975@csmu.edu.tw
Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.