The good, the bad, and the ugly food: Why religious shoppers are buying bruised veggies

A recent study with Charles Darwin University (CDU) examines how consumers’ religiosity influences the purchase of “ugly foods”, or foods that are aesthetically imperfect but nutritious. 

According to the United Nations, almost one-third of food produced annually is wasted, with ugly food accounting for 14 per cent of global agriculture losses. 

Ugly foods are often rejected because of the retail industry's obsession with aesthetic perfection, and while there is abundant research on using pricing strategies, labelling and promotion – moral, ethical or religious reasoning for purchasing ugly foods is overlooked.

The study surveyed primary household grocery shoppers in Pakistan, where religious beliefs guide everyday consumption. 

It was conducted by researchers from the Government of Punjab in Pakistan, Canterbury Institute of Management, COMSATS University Islamabad in Pakistan, CDU, and the International College of Management in Sydney.

It’s estimated 36 million tonnes of food, roughly about 40 per cent of crop output, goes to waste in Pakistan despite persistent food insecurity, widespread malnourishment and chronic food inflation. 

Co-author and CDU academic in Business and Accounting Dr Fouzia Yasmin said the results show three correlations. First, the study found consumers were motivated by religion to buy ugly foods.

Second, consumers whose religion prompted them to care for nature were driven to buy ugly foods. Third, consumers with strong religious values preferred not to waste money and would pay discounted prices for suboptimal food. 

Dr Yasmin said while the data was specific to Pakistan and its cultural demographic, the findings could have relevance for a culturally and religiously diverse market. 

"The mechanisms identified, such as avoiding waste, environmental responsibility, stewardship, frugality and value for money, are not confined to one faith," Dr Yasmin said.

"Our findings therefore provide a basis for testing whether values-based and culturally tailored messages may be more effective in diverse markets such as Australia."

Policymakers, marketers, educators and organisations seeking to promote sustainable food consumption should take notice of these findings, with the study outlining campaigns promoting ugly food should emphasise not only its environmental benefits, but also its economic value and affordability.

The impact of consumers’ religiosity on their purchasing behaviour towards ugly food: a serial mediation model of environmental concerns and price consciousness was published in the journal Cogent Business & Management.