The Power of Storytelling: Transforming Ugly Produce into Holiday Heroes
How Narrative Can Reduce Food Waste and Change Consumer Perceptions
Pai, C.-Y., Young, K.-Y., Liska, L.I. and Laverie, D. (2024), I Know I Am Ugly, but Please Listen to My Story First: An Examination of How Storytelling Can Impact Consumers' Valuation of Unattractive Produce. Journal of Consumer Behaviour. https://doi.org/10.1002/cb.2414
The Ugly Truth About Food Waste
- 30% of global food is lost or wasted
- Food waste increases by 25% during holidays
- Consumers reject "ugly" produce, contributing to waste
Why Consumers Reject Ugly Produce
- Cognitive biases against unattractive appearance
- Association of visual perfection with quality and taste
- Reduced perceived taste of unattractive produce
What the Research Revealed
- Unattractive produce reduces willingness to pay
- Unattractive produce reduces purchase intention
- Perceived taste mediates these effects
- Storytelling can mitigate negative perceptions
How Storytelling Changes Perceptions
- Engages consumers through narrative transportation
- Reduces counterarguments and critical thinking
- Enhances perceived taste of unattractive produce
- Increases purchase intention and coupon use
Putting Stories to Work
- Create themed storytelling campaigns (e.g., "12 Days of Ugly Produce")
- Combine storytelling with marketing tactics (e.g., coupons)
- Use holiday themes to make stories more relatable
- Educate consumers about the value of imperfect produce
The Impact of Storytelling
- Reduces food waste
- Increases profits for farmers and retailers
- Educates consumers about sustainable consumption
- Creates emotional connections with products