Study reveals Australian consumers' preferences for climate-affected produce

theconversation.com February 4, 2025, 10:00 PM UTC

A recent study shows that many Australian consumers prefer to avoid climate-affected produce, which is often smaller or misshapen due to extreme weather. This contrasts with the "ugly food" movement, which focuses on cosmetic imperfections. Consumers are more likely to choose climate-affected produce if it is marketed as "resilient," even if they have low empathy for farmers. However, they expect discounts for such items, which may hurt farmers' profits. The research highlights the need for new marketing strategies to promote climate-affected produce. As extreme weather events become more common, addressing consumer perceptions of taste and texture is essential for acceptance.


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