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The effect of resource scarcity on consumer behavior regarding ugly food
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This thesis examines how remindersof scarcity influence consumers’ behavior regardinguglyfood(i.e.,edible food which does not meet aesthetic standards). The experiment showed that reminders of resource scarcity versus abundance increase the willingness to choose ugly food but do not influence the purchase intention and willingness to pay for ugly food. However, the increase in willingness to choose is not mediated by an increase in the importance of utilitarian benefits nor by a decrease in the importance of hedonic benefits. Thus, other possible mediators are suggested. Finally, managerial implications are discussed based on the findings
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Ugly food Food waste Resource scarcity Hedonic Utilitarian Willingness to