Towards mainstream acceptance of imperfect produce: Understanding consumer behaviour and implications for food waste reduction

Abstract

Consumer rejection of visually imperfect produce, commonly referred to as “ugly food”, remains a significant barrier to reducing food waste and advancing sustainable consumption. Despite the environmental, economic, and nutritional advantages of suboptimal produce, this appearance-based bias persists. Although scholarly attention to this issue has grown, the literature remains fragmented. This systematic review synthesises insights from 84 peer-reviewed articles published between 2015 and early 2025, providing a comprehensive overview of consumer responses to imperfect produce. Guided by the Theory-Context-Construct-Methods (TCCM) framework, the review maps theoretical foundations, research contexts, construct classifications, and methodological trends. Drawing on the Theory of Consumption Values and Innovation Resistance Theory, it identifies five core consumer motives and five resistance dimensions and organises current interventions into three strategic clusters. The review not only consolidates a dispersed knowledge base but also outlines a future research agenda that encourages cross-disciplinary, cross-cultural, and behaviour-focused strategies for mainstreaming the consumption of suboptimal produce. Attention is drawn to the current overreliance on purchase intention data, underscoring the need for studies that examine actual consumer behaviour and real-world interventions.