Consumers’ Quality Perception and Acceptance of Suboptimal Food: An Online Survey in Selangor and Kuala Lumpur, Malaysia

Abstract

Suboptimal food is defined as physically imperfect food that deviates from the norm in terms of appearance without compromising its intrinsic quality or safety. Consumers’ quality perception and acceptance of suboptimal food contribute to food waste. Therefore, this study aims to explore consumers’ quality perception and acceptance of suboptimal food and the factors associated with the acceptance of suboptimal food. An online survey was conducted among 414 consumers residing in Selangor and Kuala Lumpur, Malaysia, through convenience sampling. They completed an online questionnaire asking for sociodemographic information, quality perception and acceptance of suboptimal food, and information related to food waste. Only 11.4% of consumers chose suboptimal foods, with visually deviated suboptimal foods (apples with brown spots) having the lowest acceptance (9.9%). Consumers perceived suboptimal foods as unattractive and that they should be consumed quickly. Malays were less likely to accept suboptimal foods, while middle-income households were more likely to accept suboptimal foods at home. In conclusion, consumers have a low acceptance of suboptimal food, and suboptimal food was perceived as unappealing and that it should be consumed quickly. Notwithstanding the findings that emerge from this, the results may lack generalisability to the wider population as only a convenience sample was used.