A two-stage quantitative study on consumers’ behavioral intentions toward ugly food consumption

Purpose This study uniquely integrates corporate financial perspectives and consumer behavioral perspectives to provide a comprehensive understanding of sustainable dining and food waste reduction. Design/methodology/approach A two-phase quantitative design was used. Study A applied an event study methodology with Taiwan Economic Journal data to assess market reactions to certification events among 54 listed restaurant firms. Study B used a Theory of Planned Behavior-based survey to analyze how perceived ugly food value affects attitude, subjective norm, perceived behavioral control, and behavioral intention among 252 respondents. Findings Study A found positive market perceptions with significant abnormal returns near event dates. Study B showed that ugly food value positively affects all three TPB antecedents, which in turn influence behavioral intention, with subjective norm being the strongest predictor. Practical implications Enhancing the perceived value of imperfect produce can promote sustainable consumption. Marketing should leverage social influence, expand sales channels, and highlight environmental benefits. Green dining certification can improve brand image and financial performance. Originality/value This study extends TPB by combining ugly food consumption intentions with corporate-level certification effects, integrating financial and behavioral analyses for dual-perspective insights into sustainable dining.