Co-branding for sustainability: how consumer perceived benefits, risks, and quality assurance shape upcycled food acceptance

Purpose This study explores the effectiveness of co-branding as a strategic tool to promote consumer acceptance of upcycled food, a novel solution for reducing food waste. Drawing on signaling theory and prospect theory, the study investigates whether co-branding enhances perceived product quality by increasing perceived benefits and reducing perceived risks. Design/methodology/approach A scenario-based, between-subjects online experiment was conducted, one featuring co-branding with a foodservice brand and the other without (independent branding). Data were analyzed using MANCOVA to examine the effects of co-branding, the PROCESS macro (Model 4) to test whether perceived quality assurance mediates the effect of co-branding on purchase intention, and PLS-SEM to assess a sequential mediation model where perceived benefits and risks influence quality assurance and, in turn, purchase intention. Findings Results show that co-branding significantly improves consumer responses by enhancing perceptions of environmental and food quality benefits, while mitigating financial and physical risks. These effects reduce uncertainty and strengthen product assurance, ultimately increasing purchase intention. Originality/value This study contributes to the branding and sustainable food literature by introducing perceived quality assurance as a key psychological mechanism behind co-branding effectiveness. This research examines how co-branding reduces consumer uncertainty by simultaneously increasing perceived benefits and reducing perceived risks. It is also one of the first studies to empirically test these effects in upcycled food research, offering novel insights for promoting sustainable food choices through strategic partnerships. These findings provide practical implications for researchers and industry professionals.