From waste to worth: Circular economy, labour recognition, and consumer response to upcycled apple pomace foods

Upcycled food is gaining momentum as an effective strategy to reduce food waste and promote a circular economy. Apple pomace, the main by-product of apple processing, is rich in dietary fibre and bioactive compounds, making it a promising component for sustainable food production. Italy is a major player in the global apple market, resulting in a significant volume of apple by-products and making it a suitable context to investigate consumer acceptance of upcycled apple-based foods. Using a sample of 405 consumers, this study examines how sociodemographic factors, psychological constructs, and purchasing motivations influence willingness to try upcycled foods. A cluster analysis identified three distinct consumer profiles: sustainability advocates, mainstream consumers, and food-sceptical individuals, each exhibiting unique attitudes and preferences. Results indicate that younger, educated women with strong environmental awareness are the most receptive, while rural, less-educated men demonstrate higher levels of food and food technology neophobia. Key purchase drivers included environmental sustainability, health benefits, taste, a notable ethical dimension: many consumers appreciated farmers' work, valuing their role in maintaining landscapes, biodiversity, and food security. This social motivation adds a novel layer to existing frameworks on sustainable food choices. Among product types, sweet baked goods such as biscuits and cakes received the highest acceptance, while savoury items like salami encountered greater resistance. Despite a generally positive attitude, awareness of upcycled food and the circular economy remains low, underscoring the need for targeted education and communication strategies to strengthen consumer engagement and support the transition towards more sustainable and equitable food systems.