Zero-Waste and Upcycled Food Startups: Gen Z’s Approach to the Circular Economy
DOI:
https://doi.org/10.66635/076t3j10Keywords:
Upcycled Food, Generation Z, Circular Economy, Theory of Planned Behaviour, TrustAbstract
Upcycled food turns ingredients that would otherwise be wasted into new products, and much of this market is led by startups that depend on young consumers. This study examines what drives Generation Z’s intention to buy upcycled food in India, using an extended Theory of Planned Behaviour. Survey data from 44 respondents aged 18–29 were analysed with partial least squares structural equation modelling. Trust in zero-waste startups was the only significant driver of attitude (β = 0.58, p = .001), and subjective norm was the only significant driver of purchase intention (β = 0.67, p < .001). Attitude did not significantly predict intention, and environmental concern, perceived risk and social media influence did not significantly shape attitude. The model explained 56% of the variance in attitude and 59% in purchase intention. Half of the respondents had never heard the term “upcycled food”, and 77% would not pay more for it than for a regular product. The findings suggest that startups should build credibility through certification and transparency and use peer and family approval, instead of relying on environmental messaging alone. Because the sample is small and skewed toward male students, the results are preliminary.
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