Consumer attitudes towards local and organic food with upcycled ingredients: An Italian case study for olive leaves

Food made with upcycled ingredients has received considerable attention in very recent years as a result of the need to both reduce waste and increase food nutritional properties. However, consumer acceptance of these novel foods is fundamental to their market uptake. This paper aims to assess the likelihood of the acceptance of food obtained from upcycled ingredients of olive oil productions and its association with some relevant recent consumption trends, such as organic food consumption and attention to food origin. In addition, particular attention is given to age group behaviors to appraise the differences between generations. Results suggest that, despite the negative influence of food technophobia, a core of sustainability-minded consumers seems to emerge that is interested in organic or local products, that could also favor the uptake of these novel food made with upcycled ingredients in the market. Results suggest that developing organic or “local” food products with upcycled ingredients can increase the probability of consumer acceptance.