Consumer Acceptance of Cosmetically Imperfect Produce

• DOI: 10.1111/j.1745-6606.1990.tb00269.x
• Publication Date: 2010-07-22T10:16:34Z
• Authors: DAVID BUNN; GAIL W. FEENSTRA; LORI LYNCH; ROBERT SOMMER
• Keywords: 2. Zero hunger; 13. Climate action; 0502 economics and business; 05 social sciences; 3. Good health

A survey of 229 supermarket shoppers found low initial acceptance of cosmetically scarred oranges. Acceptance rose substantially after information was provided about reduced pesticide use. The findings reveal a substantial market for cosmetically imperfect produce when accompanied by consumer education regardless of the consumers' demographic characteristics.