How Association with Physical Waste Attenuates Consumer Preferences for Rescue-Based Food

In an effort to combat food waste, many firms have introduced rescue-based foods (RBFs), which are made from ingredients that are safe to eat but would otherwise be wasted, often due to aesthetic issues or oversupply. Although the benefits of RBF are varied, some firms adopt strategies that highlight RBF’s waste-reduction benefits, such as reduced landfill use or lower environmental impact. This research posits that when firms adopt strategies...