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The global contribution of the food system to greenhouse gas emissions ranges from approximately 21% to 37%. Within this, food loss and waste account for about 8% of greenhouse gas emissions. Currently, upcycling food has emerged as a potential solution to mitigate greenhouse gas emissions. However, research on consumer preference for upcycling food has not been conducted even though identifying consumer preference is important to identify market feasibility of this product. This study aims to estimate consumer willingness to pay (WTP) for upcycling food to assess its market potential. This study also investigates whether positive framing and social competition framing can increase consumer valuation for upcycling food. Furthermore, to confirm the result robustness of the study, we use both contingent valuation (CV) method and inferred valuation (IV) method to estimate consumer willingness to pay for upcycling food. The results show that consumers are willing to pay for additional 5% premium for upcycling food. Both positive framing and social competition framing have positive effects on consumer willingness to pay for upcycling food. We also confirm theory prediction by checking higher premium from CV method compared to the premium from IV method. Based on the results, we provide market implications for upcycling food.
