Analyzing Consumer Motivations and Behaviors Towards Upcycled Food from an Environmental Sustainability Perspective

Abstract

Green energy consumption is a pressing global environmental issue that necessitates the optimization of food system circularity to effectively utilize natural resources. The rise of food technology has introduced upcycled food as a promising solution for reducing food waste and promoting sustainability. Despite its potential, research on consumer attitudes toward upcycled food remains scarce. This study investigates the role of upcycled food in shaping Taiwanese consumers’ behaviors in response to environmental challenges, utilizing the value–attitude–behavior (VAB) model with a focus on variables such as “product novelty”, “green perceived value”, and “ethical consumption”. Using convenience sampling, 297 valid responses were collected, achieving a response rate of 91.1%. Findings indicate that health values significantly enhance positive attitudes toward upcycled food, which in turn positively influences behavioral intentions. However, neither green perceived value nor product novelty significantly affected these intentions. These insights highlight the importance of prioritizing health values, consumer attitudes, and ethical consumption in marketing strategies for upcycled food to engage potential consumers and promote environmental sustainability. This study addresses a critical gap in the existing literature and suggests a strategic direction for the food industry.

1. Introduction

The greenhouse gas emissions generated by food production and waste have a significant impact on climate change and food security [1,2]. According to data from the Food and Agriculture Organization [3], approximately one-third of the food produced globally is wasted during the production and consumption processes, accounting for approximately 8–10% of total greenhouse gas emissions, and up to 800 million people worldwide suffer from hunger due to insufficient food. To achieve the second Sustainable Development Goal (SDG) of “eliminating hunger” and the twelfth goal of “responsible consumption and production”, upcycled food is considered one of the key factors in achieving these objectives [4,5].

Upcycled food is made from raw materials that are not traditionally consumed by humans, have a traceable supply chain, and have a positive environmental impact [6]. Many consumers believe that using upcycled ingredients in food helps reduce food loss and brings environmental benefits [7]. Studies indicate that upcycled food can reduce food waste while maintaining nutritional value [8,9].

Nogueira et al. [10] pointed out that upcycled foods can provide various essential nutrients, helping create a more balanced diet for low-income families. Peschel and Aschemann-Witzel [11] found that the recycling and reuse of solid waste generated during food production facilitated the development of a circular economy in the agricultural food sector. These advantages have gradually increased consumers’ willingness to purchase upcycled foods [12,13], making them an increasingly popular product choice.

Goodman-Smith et al. [14] indicated that upgrading food components to new products could alleviate food waste and improve consumer perceptions of upcycled foods. For example, in 2023, the American ice cream brand Salt & Straw collaborated with five brands and organizations dedicated to solving food waste issues to launch five new upcycled ice cream flavors and estimated that it could save at least 38,000 pounds (approximately 17,000 kg) of discarded ingredients annually. Since its establishment in 2016, Mill has focused on repurposing leftover pulp from plant milk production into products such as flour, baking mixes, and cookies to reduce the environmental impact of food waste through a new form of circular food economy.

The value–attitude–behavior (VAB) model is a framework used to understand consumer behavioral intentions through values, attitudes, and behaviors and has been used repeatedly in sustainability research [15,16,17,18]. Kim et al. [19] applied the VAB model to study consumers’ attitudes and behavioral intentions toward the sustainability of space travel; Brouwer et al. [20] employed the VAB model to explore how vegetarians’ values influence their dietary attitudes and, in turn, their behavioral intentions; and Govaerts and Olsen [21] used the VAB theory to study Norwegian consumers’ attitudes towards seaweed foods. As research using the VAB model to explore consumers’ behavioral intentions regarding upcycled food is yet to be conducted, this study seeks to fill this gap.

Research by Román-Augusto et al. [22] indicates that green perceived value significantly enhances green purchasing intentions: the more consumers believe in the environmental and personal benefits of green products, the more likely they are to express intentions to act in environmentally friendly ways. Hashish et al. [23] demonstrated that the better the green perceived value of environmentally friendly products, the more satisfied and trusting consumers are towards the products and the more inclined they are to engage in green behaviors. Therefore, this study incorporates green perceived value as a variable to investigate its impact on consumer behavioral intentions, addressing a research gap in the field of upcycled foods.

Pancić et al. [24] emphasized that product innovation plays a critical role in promoting green purchase intentions. Green product innovations that are considered unique and beneficial to the environment are more likely to attract consumer interest and lead to higher green repurchase intentions. Lee et al. [25] found that innovative consumers are typically open to novel and sustainable technologies, and when they perceive sustainable products as having superior performance or environmental benefits, they are more inclined to purchase these products. Therefore, this study considered product novelty as a research variable.

Tian et al. [26] found that moral intensity (the perceived significance of moral issues) enhances green purchasing decisions. Consumers are more likely to buy green products when they recognize the environmental benefits of their chosen green products. Therefore, this study used ethical consumption as the research variable.

In summary, while there is substantial literature discussing consumer behavioral intentions, research on consumer behavior regarding upcycled food, especially theoretical research, is limited. Therefore, the purpose of this study is to apply the VAB model and incorporate three research variables: “green perceived value”, “product novelty”, and “ethical consumption”, to explore Taiwanese consumers’ behavioral intentions towards upcycled food.

Table 1. Research on Consumer Attitudes and Purchase Intentions for Upcycled Foods.

Country	Theory/Factor	Key Findings	References
The Netherlands	Moral signalling theory, Environmental product benefits, Health product benefits	The promotion of specific environmental or nutritional benefits associated with upcycled foods enhances consumers’ willingness to purchase these products.	Taufik et al. [27]
Turkey	Sociodemographic, lifestyle characteristics	Generation, gender, and commitment to recycling at home influenced the willingness to purchase upcycled foods.	Yilmaz & Kahveci [28]
Italy	Circular economy information, Perceived value, Purchase intention, Sensory acceptability	Disgust sensitivity negatively affected the willingness to buy upcycled foods.	Cela et al. [29]
China	Cue utility theory, Mental Simulation, Consumers’ Inspiration, Future Self-Continuity	Consumers’ product evaluation and purchase intentions for upcycled food in the mental simulation group significantly increased.	Yang et al. [30]
Canada	Innovation level, Emotional response	The higher the level of innovation the less intention to consume upcycled foods.	Hellali & Korai [31]
America	Perceived quality, Appropriately designed upcycled logo	An appropriate upcycled logo is a necessary and key element in marketing communications about these foods.	Bhatt et al. [32]

summarizes prior research on the topic, identifying several practical and attitudinal variables as enablers or obstacles to implementing a local energy initiative.

This study initially pinpointed the existing research gaps to accomplish the research goals mentioned earlier. Section 2 offers a thorough review of the pertinent theories related to these gaps and formulates the relevant research hypotheses. In Section 3, we outline the choice of measurement tools necessary for analyzing the psychological aspects that affect consumer behavior, including details of the analytical methods and the data collection procedure. Section 4 focuses on verifying and adjusting the psychological dimensions to guarantee the reliability of our results, confirming the sample characteristics, and calibrating the model. In Section 5, we evaluate the impact of the psychological factors proposed in our hypotheses and explore their mechanisms to fulfill the objectives of the study. Finally, Section 6 summarizes our research contributions and their implications for policy, addresses the study’s limitations, and offers suggestions for future research.

2. Literature Review and Hypothesis Development

2.1. Value–Attitude–Behavior Model (VAB)

Homer and Kahle [33] initially developed a VAB hierarchical structural model to investigate consumer behavior regarding natural food consumption. Their research established a foundational understanding of how values shape attitudes toward food choices, ultimately influencing purchase intentions. Subsequent studies, such as one by Kim and Hall [34], have further demonstrated that values play a critical role in shaping attitudes, personal norms, and social norms, which significantly affect participation in sustainability crowdfunding.

Given this context, our study seeks to adapt the original VAB model by incorporating three specific research variables: “green perceived value”, “product novelty”, and “ethical consumption”. The rationale for these changes lies in the evolving landscape of consumer awareness and preferences, particularly in terms of sustainability and ethical consumption. The recent literature highlights that consumers increasingly prioritize sustainability and ethical considerations in their purchasing decisions [35].

Thus, by introducing “green perceived value”, we acknowledge the growing importance of consumers’ perceptions of the environmental benefits associated with upcycled foods. “Product novelty” reflects a rising trend in which unique and innovative food products capture consumer interest, affecting their purchase intention [36]. Finally, “ethical consumption” was integrated as a variable to capture the moral implications of purchasing decisions linked to environmental and social responsibility [37].

In summary, while our study retains the core of the VAB model proposed by Homer and Kahl, the incorporation of these three variables allows us to align the model better with contemporary consumer behaviors regarding sustainability and health. In doing so, we aim to provide a nuanced understanding of Taiwanese consumers’ behavioral intentions toward upcycled food.

2.1.1. Health Values and Attitudes Toward Upcycled Foods

Values refer to social cognition that aids in adopting personally or morally desirable behavior patterns [38]. Research shows that health values positively influence attitudes toward health products [39,40]. Nystrand and Olsen [41] found that health values were significantly correlated with attitudes toward functional foods. Topolska et al. [42] found that health values are the primary motivation for consumers to choose functional foods, and we propose the following hypothesis:

H1. 

Health values positively influence consumers’ attitudes toward upcycled foods.

2.1.2. The Relationship Between Attitudes Toward Upcycled Foods and Green Behavioral Intentions

In Ajzen’s [43] study, attitudes were often used to understand people’s behaviors. This emphasizes the importance of psychological factors in shaping individual behavior and understanding various types of consumer behavior, including sustainable and pro-environmental behaviors. Ghose and Chandra [44] argue that consumer attitudes are one of the main determinants of purchasing intention and behavior. Cela et al. [29] found that consumer attitudes toward health foods influenced purchase intentions. Additionally, health products attract customers who value healthy living, which leads to purchasing behavior [45]. Margariti et al. [46] stated that a positive attitude toward eco-friendly products typically enhances willingness to engage in green behaviors, such as purchasing sustainable goods. Jung et al. [47] found that consumers’ sustainability attitudes have a strong positive impact on their purchasing intentions. Thus, we propose the following hypothesis:

H2. 

Consumers’ attitudes toward upcycled foods positively influence green behavioral intentions.

2.2. Green Perceived Value (GPV)

Currently, we are witnessing rapid and unsustainable infrastructure expansion and environmental degradation caused by the extraction of natural resources [48]. Zhuang et al. [49] found that green perceived value and attitudes significantly positively influenced green behavioral intentions. Fraccascia et al. [50] found that green perceived value positively influences purchase intention. Yu and Lee [51] found that green perceived value has a significant positive impact on product attitudes and purchase intentions. Consumers believe that green products have economic value, which enhances their purchase intention [52]. Moreover, studies indicate that when consumers recognize the advantages of using eco-friendly products, such as lower environmental impacts, energy savings, and improved health benefits, they are more likely to purchase green products [53]. In summary, we propose the following hypothesis:

H3. 

Green perceived value positively influences green behavioral intentions.

2.3. Product Novelty (PN)

The concept of product novelty is crucial for understanding consumer behavior toward sustainable products. In this study, product novelty is defined as the introduction of unique features or technologies that distinguish a product from its competitors [25]. This includes not only innovative aspects embedded in the product itself, such as new materials or functionalities, but also the novel processes employed during its preparation. For example, advancements in manufacturing techniques that enhance the sustainability of a product without compromising its performance are equally important.

Research indicates that innovative consumers are often drawn to products that incorporate sustainable technology. When consumers perceive these products as exhibiting superior performance or offering clear environmental benefits, their likelihood of purchasing increases significantly [25]. Furthermore, Pancić et al. [24] suggested that the uniqueness of a product, combined with its environmental advantages, plays a crucial role in attracting consumers, thereby enhancing their intention to repeat purchases of such green products.

Moreover, Taufik et al. [54] highlight that while consumers may not explicitly identify innovation as a primary factor influencing their decisions, it can subtly impact their behavioral intentions toward purchases. This implies that even if consumers do not overtly prioritize innovation, its presence can still lead to positive shifts in behavior regarding sustainable product choices. In summary, we propose the following hypothesis:

H4. 

Product novelty positively influences green behavioral intentions.

2.4. Ethical Consumption (EC)

Yoon [55] defines ethical consumption as conscious and voluntary consumer behavior that fulfills consumers’ civic responsibilities by purchasing goods from socially responsible companies. Ethical beliefs are an important factor in promoting green consumption, and moral obligations impact the willingness to use green products [56]. Moshtaghian et al. [57] found that ethical awareness is the most important selection factor for Swedish consumers regarding upcycled foods. Research by Berki-Kiss and Menrad [58] also shows that consumers’ moral emotions play a crucial role in the decision-making process, affecting their intention to purchase eco-friendly products. In summary, we propose the following hypothesis:

H5. 

Ethical consumption positively influences green behavioral intentions.

3. Research Methodology

3.1. Research Framework

This study utilized the VAB model as a research framework, incorporating three research variables: Green Perceived Value (GPV), Product Novelty (PN), and Ethical Consumption (EC). Based on the research by Hashish et al. [23] on Green Perceived Value, Pancić et al. [24] on Product Novelty, and Tian et al. [26] on Ethical Consumption, this study seeks to enrich the consideration of consumer behavior motivations, aiming for a more comprehensive and in-depth understanding of consumer behavior patterns (as shown in Figure 1).

3.2. Questionnaire Development

The questionnaire design used in this study was primarily divided into three parts to deeply analyze the determining factors for Taiwanese consumers’ behavioral intentions toward upcycled reconstructed food.

First, considering that upcycled reconstructed food, as an innovative food type, may not be familiar to all subjects, the first part of the study provides a conceptual introduction. The goal of this section was to provide sufficient background knowledge for the respondents to eliminate any ambiguity regarding the concept of upcycled reconstructed food, thereby avoiding random or blind choices during the subsequent questionnaire process.

The second part, based on the VAB model, included corresponding items regarding health values, attitudes toward upcycled reconstructed food, and intentions for green behavior. These items are based on the research questions of Li et al. [59], Kim and Hall [34], and Duong et al. [60].

Additionally, to explore a wider range of factors affecting consumer behavioral intentions, this study added three additional variables: Green Perceived Value, Product Novelty, and Ethical Consumption, with questions designed and adjusted based on the relevant studies by Pandey and Yadav [61], Pancić et al. [24], and Ogiemwonyi and Jan [56].

All the aforementioned variables were measured using a seven-point Likert scale, allowing respondents to evaluate responses from strongly disagree (1) to strongly agree (7). The design of this scale enables researchers to accurately capture respondents’ perceptions and evaluations of specific attributes.

The third part collected demographic data from respondents, including gender, age, educational level, and personal monthly income, to obtain sufficient background information for subsequent analysis and interpretation. Through this structured questionnaire design, this study aimed to analyze the key factors influencing Taiwanese consumers’ behavioral intentions toward upcycled reconstructed food.

3.3. Sample and Data Collection

This study employed a convenience sampling method, distributing the questionnaire through an online platform and successfully collecting a total of 326 responses. After screening, 297 questionnaires were confirmed to be valid, resulting in a valid response rate of 91.1%. According to Wu [62], the optimal sample size for such modeling lies within the ratio of 10:1 to 15:1 concerning the number of questions. As our questionnaire consisted of 20 questions, the ideal sample size ranged from 200 to 300. In addition, as Kline [63] suggests, a minimum sample size of 200 is adequate for SEM analyses, provided that the model is not overly complex and the data do not markedly deviate from multivariate normality. With 297 valid questionnaires, we exceeded this recommended threshold, which strengthens the credibility of our sample size for the proposed statistical evaluation.

In terms of gender distribution, 42.8% of the respondents were male, while 57.2% were female. Compared to Taiwan’s overall population (49:51) [64], the proportion of females in this sample was slightly higher. Age-wise, the majority of respondents were aged 31–40 (35.7%), followed by those aged 41–50 (25.6%) and 21–30 (23.2%). This indicates that most respondents fell within the 21–50 age range, comprising 84.5% of the total. Regarding education, 78.1% of respondents had attained a college degree or higher, significantly exceeding the 49.7% of Taiwan’s overall population with similar educational attainment [65]. This suggests that the sample skews toward a more highly educated group. In terms of income, 38.4% of respondents earned between NT$20,000 and NT$40,000 per month, followed by 28.6% earning between NT$40,000 and NT$60,000, which is close to Taiwan’s average monthly salary of NT$48,422 [66].

Table 2. Demographic analysis.

n = 297	Item	Population	Percentage (%)
Gender	Male	127	42.8
	Female	170	57.2
Age	20 years and below	21	7.1
	21–30 years	69	23.2
	31–40 years old	106	35.7
	41–50 years old	76	25.6
	51–60 years	19	6.4
	61 years and above	6	2.0
Education Level	High school/vocational or below	65	21.89
	College/university	204	68.7
	Master’s or above	28	9.4
Personal monthly income	Less than NTD20,000	51	17.2
	NTD20,001–40,000	114	38.4
	NTD40,001–60,000	85	28.6
	NTD60,001–80,000	25	8.4
	NTD80,001–100,000	12	4.0
	Above NTD 100,001	10	3.4

provides an overview of the demographic variables and compares the sample’s representation to that of Taiwan’s general population.

3.4. Methods of Data Analysis

This study employed convenience sampling to collect data through an online questionnaire. To maintain the anonymity of the respondents, the survey form was designed for anonymous completion, and the collected data will only be used for academic research purposes and will not be publicly disclosed. For consumers who have consumed upcycled reconstructed food, this study designed a questionnaire to collect relevant data, aiming to conduct corresponding analyses based on the research objectives and hypothesis verification needs. Data analysis was performed using the IBM SPSS Statistics 18 and AMOS 27 statistical software.

The statistical analysis methods employed in this study include descriptive statistics (frequency distribution table, percentage, mean, and standard deviation), reliability and validity analysis, and Structural Equation Modeling (SEM) to quantify the correlations among variables such as health values, attitudes towards upcycled reconstructed food, Green Perceived Value, Product Novelty, Ethical Consumption, and consumer characteristics. This further analyzes the causal relationships of the hypothesis model and the overall model fit and verifies the various research hypotheses proposed in this study.

4. Analysis and Results

4.1. Measurement Model: Reliability and Validity

To ensure the robustness of the reliability and validity analysis of the results of this study, statistical software SPSS 18.0 and structural equation modeling AMOS 27.0 were utilized for in-depth data analysis. The analytical framework of this study encompasses six key dimensions: health values, attitudes toward upcycled reconstructed foods, green perceived value, product novelty, ethical consumption, and green behavioral intention. In the preliminary steps, the analysis was conducted using SPSS to assess the standardized factor loadings, Composite Reliability (CR), Average Variance Extracted (AVE), and Cronbach’s α coefficients for each dimension. The results are detailed in

Table 3. Results related to factor loading, reliability, and validity.

Variables/Items	Standardized Factor Loading	CR	AVE	Cronbach’s α
Health Values (HV)		0.890	0.729	0.836
1. I often pay attention to my health.	0.827 ***
2. I have a strong interest in healthy foods.	0.862 ***
3. I consider the impact of my dietary choices on health.	0.872 ***
Attitude towards Upcycled Foods (AUF)		0.876	0.545	0.828
4. I believe that upcycled foods are environmentally friendly.	0.706 ***
5. I think the existence of upcycled foods is necessary.	0.822 ***
6. I believe that upcycled foods are aligned with current trends.	0.808 ***
7. I think upcycled food is healthier.	0.748 ***
8. I believe that upcycled food is cost-effective.	0.757 ***
Green Perceived Value (GPV)		0.862	0.678	0.751
9. I believe that upcycled food has a positive impact on the environment.	0.861 ***
10. In my opinion, upcycled foods have a positive taste.	0.721 ***
11. Overall, upcycled foods possess high green values.	0.879 ***
Product Novelty (PN)		0.881	0.651	0.819
12. I believe that upcycled foods have significantly different qualities than other products (e.g., environmental friendliness and innovation).	0.836 ***
13. I think upcycled foods offer some uncommon ingredients (e.g., sake lees, tofu dregs, and fruit peels).	0.814 ***
14. I believe that upcycled food integrates innovative ideas and concepts.	0.834 ***
Moral Consumption (MC)		0.904	0.703	0.857
15. I believe that moral values affect consumers’ choices.	0.743 ***
16. I chose green products to protect the environment.	0.862 ***
17. I feel guilty if I choose eco-friendly products.	0.855 ***
Green Behavioral Intentions (GBI)		0.917	0.735	0.878
18. When I shop for products, I check the ingredient labels to confirm whether they contain environmentally harmful substances.	0.860 ***
19. I prefer green products because their quality is superior to that of non-green ones.	0.884 ***
20. I prioritize the purchase of green products.	0.877 ***

Note 1: CR = composite reliability; AVE = average variance extracted. Note 2: *** p < 0.001.

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Regarding factor loadings, measurement items were removed if their values were below 0.5. According to this criterion, the items excluded from this study included question 4 on attitudes toward upcycled recycled foods, question 4 on product novelty, question 4 on ethical consumption, and question 4 on green behavioral intention. Moreover, a CR value greater than 0.6 indicates that the dimension has good internal consistency; the CR values for the dimensions involved in this study ranged from 0.876 to 0.917, indicating a high level of consistency among them. For Average Variance Extracted (AVE), a value above 0.5 is required to ensure that the measurement variables are well interpreted by the dimensions; in this study, the AVE values ranged from 0.545 to 0.735, demonstrating good explanatory power for the measurement variables. A Cronbach’s α coefficient greater than 0.7 represents high reliability; if it falls below 0.35, it indicates insufficient reliability. In this study, all the questionnaire dimensions had Cronbach’s α values exceeding 0.7, indicating that the questionnaire data were highly reliable.

Discriminant validity in structural equation modeling involves evaluating two separate concepts and analyzing the outcomes of their correlations. A low correlation indicated discriminant validity between these concepts. Hair et al. [67] asserted that the correlation coefficient of two distinct concepts should be less than the square root of the average variance extracted (AVE) for each concept.

Table 4. Discriminant validity rest.

	Mean	Standard Deviation	UV	HV	ATT	SN	PBC	PN
HV	5.382	1.039	0.854
AUF	5.517	0.886	0.569 **	0.738
GPV	5.148	0.929	0.565 **	0.849 **	0.823
PN	5.414	0.855	0.532 **	0.754 **	0.763 **	0.807
MC	5.136	1.067	0.594 **	0.637 **	0.609 **	0.601 **	0.838
GBI	5.019	1.118	0.649 **	0.612 **	0.587 **	0.521 **	0.805 **	0.857

Note 1: The values in bold font are the square roots of AVE; non-diagonal numbers represent the correlation coefficients of each dimension. Note 2: HV = health values; AUF = attitude towards upcycled foods; GPV = green perceived value; PN = product novelty; MC = moral consumption; GBI = green behavioral intentions. Note 3: ** p < 0.01.

provides a comparison between the correlation coefficients and square roots of the AVE for all dimensions assessed in this study. The square root values of the AVE for each dimension surpassed the correlation coefficients for each pair of dimensions, adhering to the criteria established by Hair et al. [67] and verifying the discriminant validity among the dimensions explored in this research. Evaluation of the measurement model indicated that the model applied in this study exhibited strong internal and external validity.

4.2. Model Fit Test

This study utilized Maximum Likelihood Estimation (MLE) to perform Confirmatory Factor Analysis (CFA). The results are as follows: the χ²/df ratio was 2.917, the Standardized Root Mean Square Residual (SRMR) was 0.074, the estimated Root Mean Square Error of Approximation (RMSEA) was 0.080, the Normalized Fit Index (NFI) was 0.901, the Incremental Fit Index (IFI) was 0.920, the Comparative Fit Index (CFI) was 0.919, the Parsimonious Normed Fit Index (PNFI) was approximately 0.735, and the Parsimonious Comparative Fit Index (PCFI) was 0.750. All of these indices meet established standards.

Each of these indices meets the conventional thresholds appropriate for evaluating model fit, thus confirming the strong alignment of the structural model with empirical data. In particular, the χ²/df ratio, which reflects the simplicity and parsimony of the model, remained significantly below the upper limit of 3. The SRMR and RMSEA values, which are crucial for indicating residual variances, also fell within the recommended limits, suggesting a low discrepancy between the predicted model and actual data. Similarly, the NFI, IFI, CFI, PNFI, and PCFI indices exceeded the commonly accepted threshold of 0.8, reinforcing the model’s strength and predictive capability.

4.3. Overall Model Path Analysis

This study employed AMOS 27 and utilized SEM to conduct a path analysis, testing whether the hypothesized relationships hold, where the path coefficients indicate the strength and direction (positive or negative) of the relationship between the two variables. The SEM is illustrated in Figure 2.

The results indicate that in the value–attitude–behavior (VAB) model, health values have a significant positive impact on attitudes toward upcycled foods (β = 0.705, p < 0.001). Furthermore, attitudes toward upcycled/reinvented foods significantly and positively influence green behavioral intentions (β = 0.280, p < 0.001). Thus, hypotheses H1 and H2 are supported.

Additionally, the effect of green perceived value on green behavioral intentions shows a significant negative influence (β = −0.153, p < 0.05), which contradicts our initial expectations. Therefore, hypothesis H3 is not supported. This suggests that, in the specific context of this study, green perceived value may not be a key factor influencing consumers’ green behavioral intentions. Notably, product novelty also did not show a significant impact on green behavioral intentions (β = 0.017, p < 0.469), leading to the rejection of hypothesis H4. This implies that while novel product features might attract certain consumers, these features do not seem to sufficiently motivate strong intentions for green purchases. It may suggest that product novelty alone is not enough to effectively drive eco-friendly consumption decisions. In contrast, ethical consumption has a significant positive effect (β = 0.374, p < 0.001), highlighting its facilitative role in shaping consumers’ green behavioral intentions and emphasizing the importance of this variable in the decision-making process. The results of the path analysis are shown in

Table 5. Results of the path analysis and confirmation of hypotheses.

Hypothesized Paths	Unstandardized Coefficient	S.E.	C.R.	p	Standardized Coefficients	β	Verification Results
H1: HV→AUF	0.607	0.068	8.873	<0.001	0.705 ***	0.705 ***	Supported
H2: AUF→GBI	0.381	0.113	3.377	<0.001	0.280 ***	0.280 ***	Supported
H3: GPV→GBI	−0.207	0.084	−2.461	0.014	−0.153	−0.153	Unsupported
H4: PN→GBI	0.064	0.089	0.725	0.469	0.017	0.017	Unsupported
H5: MC→GBI	1.263	0.144	8.798	<0.001	0.374 ***	0.374 ***	Supported

Note 1: HV = health values; AUF = attitude towards upcycled foods; GPV = green perceived value; PN = product novelty; MC = moral consumption; GBI = green behavioral intention; Note 2: *** p-value < 0.001.

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4.4. Mediation Effect Test

The mediation effects in this study were tested according to Baron and Kenny’s [68] criteria, with the illustrative data provided in

Table 6. Mediating effect regression analysis.

	AUF	GBI
	Model 1	Model 2	Model 3	Model 4
HV	0.569 ***	0.649 ***		0.445 ***
AUF			0.612 ***	0.359 ***
R2	0.324	0.421	0.374	0.508
Agj R2	0.322	0.419	0.372	0.505
F	141.442 ***	214.578 ***	176.596 ***	151.845 ***
Degrees of Freedom	(296)	(296)	(296)	(296)

Note1: The values in table are standardized regression coefficients (β); Note 2: *** p-value < 0.001

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For the mediation sequence HV→AUF →GBI, a significant impact was observed for HV on both AUF (β = 0.569, p  <  0.001) and GBI (β  =  0.649, p  < 0 .001) and from AUF on GBI (β  =  0.612, p  < 0 .001). When the simultaneous impacts of HV and AUF on GBI are considered, the predictive power β of HV decreases from the original value of 0.649 to 0.445, and the explanatory power R2 increases from the initial 0.421 to 0.508. Thus, the mediation effect is confirmed.

5. Discussion

This study uses the VAB model as its core framework and incorporates research variables, such as green perceived value, product novelty, and ethical consumption. The aim is to explore consumers’ behavioral intentions toward upcycled reconstructed foods, with the hope that the findings will provide valuable references for food developers.

5.1. The Impact of Health Values on Attitudes Toward Upcycled Reconstructed Foods

The findings of this study revealed that consumers’ health values exert a significant positive influence on their attitudes toward upcycled reconstructed foods, with a beta coefficient of β = 0.569. This outcome is statistically significant and aligns with the conclusions drawn by Parashar et al. [69], corroborating our first hypothesis (H1). The robust correlation between health values and attitudes suggests that consumers who prioritize health are more likely to view upcycled reconstructed foods positively. This relationship can be interpreted through the lens of health consciousness: consumers who are mindful of their health may be more receptive to products that they perceive as beneficial or improved in quality.

Furthermore, this finding highlights the importance of targeting health-oriented messaging and education in marketing strategies for upcycled, reprocessed foods. By emphasizing health benefits and improvements in these products, marketers can potentially enhance consumer attitudes and increase acceptance rates among health-conscious demographics.

5.2. The Impact of Attitudes Toward Upcycled Reconstructed Foods on Green Behavioral Intentions

With respect to our second hypothesis (H2), the analysis indicates that consumers’ attitudes toward upcycled reconstructed foods significantly affect their green behavioral intentions, achieving a beta coefficient of β = 0.612. This result aligns with our initial expectations, supporting the notion that favorable attitudes towards these foods are linked to a greater propensity for environmentally friendly behaviors.

This finding suggests that individuals who value health in their dietary choices may also possess a heightened awareness of environmental issues, leading them to prefer green products. This can be attributed to the increasing trend of consumers seeking sustainable options that align with their health values. Therefore, this study infers that health-conscious consumers are likely to engage in green purchasing behavior, as noted by Xu et al. [70]. This indicates a dual motivation, wherein health and sustainability coexist as influential factors in consumer decision making. In practice, this could inform producers and retailers of upcycled reconstructed foods to emphasize both health and environmental benefits in their marketing strategies to effectively appeal to these consumers’ values and intentions.

5.3. The Impact of Green Perceived Value on Green Behavioral Intentions

According to the path analysis results, green perceived value is not an important factor influencing green behavioral intentions. This result is contrary to the initial expectations and is inconsistent with previous literature. Previous research indicates that green perceived value has a significant positive impact on consumers’ green purchasing intentions, and stronger environmental awareness encourages consumers to choose eco-friendly products [49]. However, Imtiyaz et al. [71] pointed out that some consumers may prioritize product functionality, sensory stimulation, or cost-effectiveness over merely making decisions based on green perceived value. Therefore, this study speculates that, although Taiwanese consumers recognize the environmental benefits of upcycled reconstructed foods, other external factors may have a non-significant impact on green perceived value on green behavioral intentions.

5.4. The Impact of Product Novelty on Green Behavioral Intentions

In this study, product novelty did not significantly impact green behavioral intentions. This may be because the novelty of green products is not considered an important factor in consumer decision making. Wijekoon and Sabri [72] noted that while product innovation can attract those with a sense of adventure or who value innovation, for most consumers, doubts about the reliability of new technologies or products may increase their perception of risk, thereby suppressing their purchasing intentions. Additionally, many consumers may not fully understand or trust the environmental commitments of new products, which further weakens the positive impact of product novelty on green behavioral intentions [73]. Thus, this study speculates that consumers’ risk perceptions regarding upcycled reconstructed foods, as well as their lack of understanding of environmental commitments, may contribute to the non-significant impact of product novelty on green behavioral intentions.

5.5. The Impact of Ethical Consumption on Green Behavioral Intentions

Ethical consumption (β = 0.805) had a significant positive impact on green behavioral intentions, which is consistent with previous research. Zhuang et al. [49] found that consumption behavior driven by moral values plays a key role in the realm of green consumption, as consumers take action to support environmental protection or social responsibility. This implies that when consumers make purchasing decisions based on ethical considerations (e.g., environmental responsibility or social justice), they are more likely to accept and practice green consumption behavior. Therefore, enterprises and policymakers should focus on promoting ethical values to encourage consumers to purchase green products.

6. Conclusions and Recommendations

6.1. Research Conclusions

Upcycling food enhances the circularity of the food system and optimizes the use of natural resources. However, research in this country is limited. Therefore, this study aims to explore the impact of upcycled food on consumer behavior in Taiwan, using the VAB model as the core framework and incorporating research variables such as “green perceived value”, “product novelty”, and “moral consumption” to investigate Taiwanese consumers’ perceptions and behavioral intentions toward upcycled food, thereby addressing the current gap in the literature.

First, within the value–attitude–behavior model, health values can improve attitudes toward upcycled food, thus positively influencing green behavioral intentions. This indicates that consumers are driven by health awareness when choosing upcycled food. Therefore, relevant industry players should clearly communicate the health benefits of upcycled food, such as higher nutritional value or fewer processed ingredients, or collaborate with nutritionists and health organizations to provide professional advice and support, thereby increasing consumer trust in such products. For example, launching health recipes or dietary suggestions endorsed by professionals can enhance brand professionalism. This not only attracts health-conscious consumers but also boosts their willingness to purchase.

Second, moral consumption also has a significant impact on green behavioral intentions. Therefore, it is recommended that relevant industry players obtain certifications for the eco-friendly and ethical production of their products and clearly display these on packaging and promotions. Transparent supply chain management can ensure consumers that the products they purchase meet ethical standards such as animal welfare, environmental protection, or fair trade. For example, Tony’s Chocolonely is a brand in the Netherlands that aims to end slavery and unfair labor practices in the chocolate industry. Each chocolate package indicates fair trade and B-Corp certification, clearly demonstrating how they ensure that the entire cocoa supply chain meets ethical standards. Additionally, their product packaging and websites show transparency in the supply chain, including specific farms and production processes, allowing consumers to understand that they support a fair and sustainable industry.

Finally, in this study, the impacts of product novelty and green perceived value on green behavioral intentions were not significant. The study speculates that Taiwanese consumers do not consider product novelty as a primary factor in decision-making; instead, they focus more on actual functionality and cost-effectiveness. These results suggest that although upcycled food has innovative and eco-friendly values, marketing should emphasize the practicality of the products and their relevance to consumers’ daily lives to enhance market acceptance.

From a theoretical perspective, this study contributes to VAB theory by expanding the existing literature on consumer behavior. Past research has typically emphasized the role of product novelty and green perceived value in driving green behavioral intentions, whereas this study reveals that the influence of these factors among Taiwanese consumers may be constrained by cultural background and practical needs. This finding challenges existing assumptions and indicates that consumer behavior may exhibit different dynamics in varying cultural and market contexts.

6.2. Implications for Stakeholders

• Industry Stakeholders: Our findings are particularly valuable for food producers, manufacturers, and marketers involved in the upcycled food sector. By emphasizing health benefits, obtaining certifications for ethical practices, and focusing on the practical applications of their products, these companies can connect better with their target audience and enhance consumer trust.
• Policy Makers: The insights gained from our research can also benefit policymakers and governmental organizations focused on sustainable practices and food waste reduction initiatives. By recognizing the factors influencing consumer behavior towards upcycled food, policies can be developed or refined to encourage greater adoption of and support for circular food systems.
• Health and Nutrition Advocates: The findings of this study emphasize the importance of health communication in promoting upcycled food. As such, health professionals, nutritionists, and organizations advocating healthier eating can leverage this research to promote the benefits of upcycled food as part of a balanced diet, enhancing public awareness of its nutritional advantages.
• Academic Community: By addressing the existing literature gap on upcycled food in Taiwan, our research contributes to the academic discourse surrounding sustainable consumption practices. Scholars and researchers can use our findings as a foundation for further studies in this area, fostering additional exploration of consumer behavior and sustainability within different contexts.
• Consumers: Our findings provide valuable insights for Taiwanese consumers, particularly those who are health conscious or motivated by ethical considerations. Understanding how health values and moral consumption influence perceptions and behavioral intentions can help them make informed choices and encourage the acceptance of upcycled food.
• Environmental Organizations: Non-profit organizations that focus on environmental sustainability can also find our results useful. By understanding consumer motivations related to moral consumption and green behavior, these organizations can tailor their advocacy and educational efforts to promote upcycled food as a sustainable choice.

6.3. Research Limitations and Future Research Directions

This study has several limitations that should be acknowledged. The primary limitation arises from the use of convenience sampling, which results in survey samples being concentrated within specific demographic groups, such as age, income, and education level. This raises concerns regarding the generalizability of the findings to a broader consumer base [74]. Future research should aim to expand the sample diversity to encompass consumers from a wider range of regions, age demographics, and socioeconomic backgrounds to enhance the applicability of the results.

Additionally, it is important to note that the findings of this study were not statistically significant, which presents a limitation regarding the reliability of the conclusions drawn [75]. This lack of statistical significance suggests that the results should be interpreted with caution, and researchers should carefully select the variables to be included or adopt different research methods in future studies to explore this area further.

The current study did not account for other factors that could impact consumer behavioral intentions, such as price sensitivity, brand loyalty, or sensory stimuli [76]. Future research should incorporate these variables to provide a more nuanced understanding of the multiple factors that influence consumer behavior. By doing so, researchers can gain deeper insights into consumer preferences and decision-making processes.

Finally, employing longitudinal research methods would allow for the observation of changes in consumer attitudes over time, thus providing a clearer picture of the long-term market potential of upcycled food products. This approach could facilitate a better understanding of trends and shifts in consumer behavior, ultimately contributing to more effective marketing strategies in the future [77].