From waste to sustainability: Exploring consumer purchase intentions of milk enriched with upcycled peanut skins

• National survey investigated consumer acceptance of milk enriched with upcycled peanut skins • Developed a conceptual model based on Technology Acceptance Model • Identified that consumer attitudes and emotions are essential in the purchase intentions of upcycled foods • Identified social influence as a determinator of consumers’ attitudes and purchase intentions • Inform and advance research, practice, and policy that promotes upcycled food products