Making Imperfection Beautiful: The Role of Product Transformation

Retailers apply stringent grading standards for fresh produce based on the idea that consumers would not be willing to buy aesthetically imperfect products. Indeed, previous studies show that food shape abnormalities negatively affect consumers’ evaluation of such products. Consequently, a large volume of edible of food is wasted every year. Using three different studies this research hypothesizes and tests that physically processing imperfect fruits increases attitude toward these products. More specifically, imperfect products that have been physically processed are perceived as more prototypical of the new category theybelong to than imperfect products in their original state; this in turn has a positive effect on consumers’ general attitude. Implications of the research for policy makers and the food industry are discussed.