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The purpose of this paper is to review, through a systematic literature review, the different perspectives from which imperfect, ugly and suboptimal food products lead to food waste, as well as to ascertain which are the already proposed improvements, and to present further solutions to develop more sustainable food production and consumption.

A systematic literature review was conducted using PRISMA methodology and searching for the following keywords: “imperfect fruit”, “imperfect food”, “ugly fruit” and “ugly food”; the review was carried out within three databases (Emerald, Scopus and Science Direct-Elsevier), starting, since the topic is quite recent, from the first published article on this issue. Only peer-reviewed papers were selected.

Results reveal that, among 188 papers, only 49 fit the aim of the literature review, analysing what strategies can be used to ameliorate consumers' perception of suboptimal food in order to fight food waste. Specifically, four different interventions are suggested: on the supply chain, on personal experience and awareness campaigns, on promoting circular economy, and on marketing and advertising campaigns.

This paper fills a gap in literature since, by the authors' knowledge, this is the first literature review which analyses different strategies on food waste reduction linked to imperfect/suboptimal food, suggesting further steps which may be taken.

Despite the perfect nutritional value of imperfect “ugly” produce, they are either never harvested or discarded, resulting in escalating farm-to-fork food waste problems in the USA. The purpose of this paper is to investigate US consumers’ perceptions of imperfect “ugly” produce and their willingness to purchase and consume these foods in their households.

Four focus group sessions with at least five voluntary participants per session were conducted. Each session used structured interview questions and the discussions were led by the same moderator. All sessions were recorded, transcribed and analyzed based on published focus group guidelines and recommendations.

The research study has revealed two categories of potential consumers, Influencers and Learners, when it comes to an initial understanding of “ugly” produce consumption. The study also identified nine themes (i.e. food safety, price sensitivity, location of sale, product display, name/label, purpose of use, fun, targeted education and food waste) that consumers hold regarding imperfect “ugly” produce.

Insights from this study provide strategies for sustainable food management that could help stakeholders along all points of the food chain save money, reduce hunger and diminish food waste in our communities.

This study serves to provide preliminary insights in approaching the issue of consumers’ perception of imperfect “ugly” fruits and vegetables from a research perspective. Although a limited number of real consumers from the local community participated, their rich and in-depth qualitative responses defined the scope and the defining questions that need further exploration.

This study extends the theory of planned behavior (TPB) through the inclusion of motivating variables for suboptimal produce preference (i.e. environmental concern, food waste awareness, and familiarity), and demotivating variables (i.e. health consciousness and risk perception) to investigate behavioral intentions toward suboptimal produce.

A quantitative research methodology using the online survey technique is employed to collect cross-cultural data from respondents from China (n = 430) and Egypt (n = 441). Structural equation modeling (SEM) via SmartPLS v.3.2.9 is used to analyze data.

The proposed extended TPB model could enhance predicting consumers' behavioral intentions toward suboptimal produce except for “environmental concern” since it has been found that environmental concern has a nonsignificant effect on consumers' attitudes and behavioral intentions toward suboptimal produce in both countries. The results also reveal that the proposed extended TPB constructs could predict 79.9% of intentions to purchase suboptimal produce and 65.3% of the variance in intentions to recommend such produce for others.

This study is one of the few attempts that investigates the suboptimal food consumption based on a theoretical lens by extending the TPB model. Previous studies on suboptimal food do not pay attention to the demotivating variables such as health consciousness and risk perception, and thus, this thesis represents the first effort that sheds light on such variables. Moreover, prior investigation on such issues in Egypt and China as a cross-cultural research has not existed.

This study examines the effect of five price perception dimensions (price consciousness, price mavenism, sale proneness, price-quality schema, and prestige sensitivity) on consumer's perceived value (acquisition value, and transaction value), and how perceived value affects consumers' behavioral intentions (purchase intentions, and intentions to recommend). It also examines the moderation role of face consciousness.

A quantitative research methodology using online survey technique is employed to collect cross-cultural data from respondents from China (n = 371) and Egypt (n = 384). Structural equation model (SEM) via SmartPLS v.3.2.9 is conducted to analyze data.

The results show that consumers’ behavioral intentions toward suboptimal fresh produce are positively affected by both dimensions of perceived value. As well as, perceived value is influenced by different price perception dimensions. Moreover, face consciousness partially moderates the relationship between perceived value and behavioral intentions.

To best of the authors’ knowledge, it is the first study to associate price perception dimensions with purchase value dimensions in the context of suboptimal products. It also contributes to utility and purchase value theory by employing the distinct measures of both perceived acquisition value and transaction value, to enable us to obtain a better understanding of the whole picture of perceived value. In addition, it contributes to regulatory focus theory through the inclusion of face consciousness in the purchase value model. Moreover, up to the researchers' knowledge, prior investigation on these issues in Egypt and China as a cross-cultural research does not exist.