Consumer responses to upcycled foods in sustainable diets in Korea: a protection motivation theory-based cross-sectional study.

objectivesThis study aims to examine how perceived risks associated with upcycled foods shape consumer decision-making through the lens of Protection Motivation Theory (PMT). Although upcycled foods have gained increasing attention as a promising approach to reducing food waste and supporting sustainable diets, consumer acceptance remains uncertain due to concerns about safety, quality, unfamiliarity, and perceived contamination. Specifically, this study investigates the cognitive mechanisms by which threat and coping appraisals influence protection motivation and purchase intention.

methodsUsing a cross-sectional survey design, data were collected from 211 consumers in South Korea through an online questionnaire. The survey measured perceived risk, perceived severity, perceived vulnerability, response efficacy, self-efficacy, protection motivation, and purchase intention toward upcycled foods. Confirmatory factor analysis and structural equation modeling were employed to assess the validity and reliability of the measurement model and to test the proposed PMT-based framework and hypothesized relationships among perceived risk, cognitive appraisals, motivation, and intention.

resultsPerceived risks significantly increase perceived severity and vulnerability while reducing response efficacy. These findings indicate that consumers who perceive greater risks associated with upcycled foods are more likely to recognize potential negative consequences and their personal susceptibility, and to question whether purchasing such products can effectively address sustainability-related concerns. Both threat appraisal and coping appraisal significantly affect protection motivation, which in turn positively influences purchase intention. The relationship between perceived risk and self-efficacy was not supported, suggesting that risk perception alone may not directly undermine consumers' confidence in their ability to choose or consume upcycled foods.

conclusionThe findings demonstrate that perceived risks do not uniformly inhibit consumption of upcycled food but operate through nuanced cognitive pathways. By highlighting the central role of coping appraisal, this study suggests that strengthening consumers' efficacy beliefs is critical to promoting informed, sustainable adoption of upcycled foods. The results have practical implications for marketers, policymakers, and food industry stakeholders by emphasizing the need for transparent information, credible communication, and consumer education to reduce uncertainty and reinforce the perceived effectiveness and accessibility of upcycled food choices.