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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2023.2
- 수록면
- 47 - 74 (28page)
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Food upcycling, the processing of recreating foods with leftovers that are still edible but generally discarded, is drawing attention. Many firms and government organizations make efforts to promote upcycled foods to encourage more consumptions because it may become the ultimate solution to prevent food waste problems. However, few studies so far have discussed how to overcome consumers’ fear of consuming novel categories of foods and enhance consumers’ acceptance of such foods. Related to this issue, the study proposes that recommendation with artificial intelligence(A.I.) can increase consumers’ trust, which positively affects consumers’ purchase intentions of upcycled foods. The study finds the interaction effect between the food types and the types of recommendation agents on purchase intentions. Specifically, consumers show higher purchase intentions for upcycled foods than conventional foods when A.I. algorithms recommended upcycled foods instead of human experts. The study also reveals that consumer trust and food acceptance intention serially mediates the influence of the interaction effect of the food types and the types of recommendation agents on purchase intention. Important theoretical and practical implications for marketers in the food industries are discussed.
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