Intention of Italians to buy upcycled food: application of the Health Belief Model

Purpose – Food waste is a significant global issue with serious environmental, economic, and public health implications. This topic is particularly important in Italy, as it is among the countries that generate the highest levels of food waste. Upcycled foods, made from by-products, offer a solution to reduce it. However, consumer acceptance of these products is influenced by various psychological factors. This study applies the Health Belief Model (HBM) to explore how psychological and contextual variables impact the intention to purchase upcycled foods. Design/methodology/approach – Through an online survey of 806 Italian consumers, representative of the Italian population and the use of a structural equation model, the study, carried out in 2024, examines the role of perceived susceptibility, severity, benefits, barriers, cues to action, self-efficacy and health motivation in predicting purchase intention. Findings – The study suggests that HBM is a valid model for understanding consumer behavior towards upcycled foods, highlighting the importance of perceived benefits, barriers, cues to action, health motivation and self-efficacy in driving purchase intentions. Originality/value – These findings provide useful insights for policymakers and food companies to promote the consumption of upcycled food through clear communication of benefits and the necessary information to reduce perceived consumer barriers.