Enhancing Consumer Responses to Misshapen Produce: Leveraging Awe to Promote Sustainability
Document Type
Article
Publication Date
10-16-2025
Abstract
Purpose: A significant amount of produce is wasted because it does not conform to consumers’ aesthetic expectations. This study aims to explore the role of awe as a potential emotional appeal for reducing the amount of food waste caused by misshapen produce. Design/methodology/approach: Across four experiments, the authors examine the role of awe in consumers’ acceptance of misshapen produce. In the experiments, to enhance the validity of findings, the authors use different produce items (apple, carrot, lemon), operationalizations of awe (dispositional awe in Study1, manipulated awe with writing task in Study 2, manipulated awe with video task in Study 3, manipulated awe with a billboard visual in Study 4) and consumer responses (attitude and purchase intention). Findings: Results indicate that while misshapen produce negatively affects consumers’ responses, the emotion of awe mitigates this negative effect. Awe enhances consumers’ attitudes and purchase intentions toward misshapen produce. In addition, consumers’ evaluations of misshapen produce mediate the relationship between awe and consumer responses. Practical implications: This research introduces a new intervention, awe, that marketers can use to increase acceptance of misshapen produce. By integrating awe into marketing strategies, marketers, governments and scholars can foster a more inclusive and sustainable food system that values all kinds of produce regardless of appearance. Originality/value: This research contributes to the sustainability literature by introducing awe as a novel intervention in combatting food waste. The studies highlight the transformative power of awe in mitigating the negative effects of misshapen produce on consumers by enhancing consumers’ product evaluations.
Publication
Journal of Consumer Marketing
Publisher
Emerald Publishing
Department
College of Business and Management
Peer Reviewed
1
Publication History
Received: June 22 2024 | Revision Received: February 14 2025 | Revision Received: June 08 2025 | Accepted: August 13 2025
Recommended Citation
Kaplan, B., Benoit, I. D., & Miller, E. G. (2025). Enhancing consumer responses to misshapen produce: Leveraging awe to promote sustainability. Journal of Consumer Marketing. https://doi.org/10.1108/JCM-06-2024-6975
Comments
Part of a special issue focused on the United Nations Sustainable Development Goals.