New research from The University of Western Australia has found consumers tend to prioritise the quality of produce, such as size, firmness, and aesthetics, over their empathy for farmers impacted by extreme weather events.

Lead author Dr Liudmila  Tarabashkina, from UWA’s Business School, collaborated with Dr Kenneth Kaysan Khayr Ho, from Edith Cowan University, and Dr Rajesh Rajaguru, from the University of Tasmania, on the study published in Food Quality and Preference.

Researchers investigated how consumers make purchasing decisions when faced with climate-affected produce. 

Unlike "ugly" food — defined by visual imperfections — climate-affected produce undergoes broader changes, such as smaller size, altered texture, and enhanced sweetness.

The study used drought as an example of adverse climate conditions driving these changes and whether marketing strategies could increase demand for the produce.

Findings showed attributes, such as firmness, size and visual appeal, had a stronger influence on purchasing decisions even when empathy was present, and climate-affected produce was only chosen when it was discounted.

"This insight helps us understand the complexities of consumer choices in the context of climate change, which is different from decisions made when consumers consider ‘ugly food’."

Dr Tarabashkina

Marketing strategies that emphasised the resilience of climate-affected produce, particularly its ability to withstand harsh conditions, were effective in increasing consumer acceptance, especially among those with lower empathy for farmers.

“Framing climate-affected produce as resilient and highlighting unexpected benefits, such as enhanced flavour in some fruits, can be an avenue to explore to shift consumer perceptions,” Dr Tarabashkina said.

“A key takeaway for retailers and farmers is that well-crafted marketing messages can make a difference.” 

The findings offer practical solutions for reducing food waste and financial losses for farmers while adapting to the increasing challenges posed by climate change.

MEDIA REFERENCES

Dr Liudmila Tarabashkina (Senior Lecturer, UWA Business School)
Ana Mendigutxia Balil (Communications Officer, The UWA Institute of Agriculture) +61 08 6488 1650