Same but Different: Using Anthropomorphism in the Battle Against Food Waste

Food waste is a major threat to global sustainability. Much of it is caused by the aesthetic requirements imposed by retailers, which assume that consumers are not interested in buying misshapen produce unless it is accompanied by significant price discounts. This article proposes an alternative way to market such produce. A pilot study confirms consumers’ aversion to misshapen produce and identifies inferior taste perceptions as its dominant driver. Three studies then show that using anthropomorphism (i.e., attributing human characteristics to nonhuman objects) can increase purchase intentions for misshapen produce. Specifically, displaying misshapen produce with a smiling face and presenting shape abnormalities as body parts in point-of-purchase stimuli trigger positive affective reactions. These affective reactions enhance taste perceptions, thereby leading to higher purchase intentions and food choice. In addition, this research tests environmental concern as a moderator and measures actual behaviors in a grocery shopping context. The findings suggest an intervention that could be more effective than current public campaigns in the effort to curb waste along the entire food chain.