The power of endorsement in upcycled food promotion: Investigating the moderating effect of perceived food familiarity

This study investigates the effects of endorsements on consumer acceptance of upcycled food (UF), a category often viewed as uncertain due to its origin from repurposed ingredients. Two experiments reveal that celebrity endorsements are generally effective in eliciting positive perceptions and purchase intentions, although the effectiveness varies depending on individuals’ familiarity with UF. For relatively less familiar UF, expert endorsements prove more effective in enhancing perceived confidence and purchase intention, while highly familiar UF, celebrity endorsements are more effective in boosting confidence and purchase intentions. Perceived confidence, significantly influenced by endorsements, emerged as a key mediator in purchase decisions, highlighting the varying impact of endorsement types on consumer confidence in the UF market. By unraveling the intricate dynamics among endorsement types, product familiarity, and consumer confidence, the study contributes to understanding efforts to promote sustainable food choices in a dynamically evolving market.