{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,9,10]],"date-time":"2026-09-10T15:00:23Z","timestamp":1789052423881,"version":"build-2803163510"},"reference-count":74,"publisher":"Frontiers Media SA","license":[{"start":{"date-parts":[[2026,7,24]],"date-time":"2026-07-24T00:00:00Z","timestamp":1784851200000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":["frontiersin.org"],"crossmark-restriction":true},"short-container-title":["Front. Nutr."],"abstract":"<jats:sec>\n                    <jats:title>Background<\/jats:title>\n                    <jats:p>Upcycled foods offer a promising pathway for reducing food waste, improving resource-use efficiency, and promoting sustainable food consumption by transforming food resources that retain edible or nutritional value into new food products. However, the mechanisms through which consumers form purchase intention toward upcycled foods remain insufficiently understood.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Methods<\/jats:title>\n                    <jats:p>Drawing on the extended theory of planned behavior, this study developed a research model to examine the effects of health consciousness, environmental awareness, and product knowledge on attitude, as well as the effects of attitude, subjective norm, and perceived behavioral control on purchase intention. The mediating role of attitude was also tested. Data were collected using a three-wave survey design, 406 valid responses were retained for analysis. Exploratory factor analysis, confirmatory factor analysis, structural equation modeling, and bias-corrected bootstrap analysis were used to test the measurement and structural models.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Results<\/jats:title>\n                    <jats:p>Exploratory factor analysis identified seven factors, consistent with the theoretical constructs proposed in this study. Confirmatory factor analysis indicated satisfactory composite reliability, convergent validity, and discriminant validity for all constructs. The structural equation modeling results showed that health consciousness, environmental awareness, and product knowledge all had significant positive effects on consumers\u2019 attitude toward upcycled foods, with product knowledge showing the strongest effect. Attitude, subjective norm, and perceived behavioral control were also found to positively influence purchase intention. The mediation analysis further showed that attitude significantly mediated the relationships between health consciousness, environmental awareness, product knowledge, and purchase intention.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Conclusion<\/jats:title>\n                    <jats:p>Health consciousness and environmental awareness provide value-based foundations for consumers\u2019 evaluation of upcycled foods, while product knowledge helps reduce conceptual uncertainty and supports the formation of a favorable attitude. Attitude further links these antecedents to purchase intention, while subjective norm and perceived behavioral control also play important roles in shaping purchase intention. This study extends the application of the theory of planned behavior to the context of emerging sustainable food consumption and provides empirical evidence for the promotion of upcycled foods, consumer education, and sustainable food policy design.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.3389\/fnut.2026.1871592","type":"journal-article","created":{"date-parts":[[2026,7,24]],"date-time":"2026-07-24T04:22:53Z","timestamp":1784866973000},"update-policy":"https:\/\/doi.org\/10.3389\/crossmark-policy","source":"Crossref","is-referenced-by-count":2,"title":["Understanding purchase intention toward upcycled foods through a consumer education lens: an extended theory of planned behavior approach"],"prefix":"10.3389","volume":"13","author":[{"given":"Liang","family":"Shan","sequence":"first","affiliation":[{"name":"Network Information Center, Tonghua Normal University","place":["Jilin, Tonghua, China"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Yunhao","family":"Zhang","sequence":"additional","affiliation":[{"name":"Network Information Center, Tonghua Normal University","place":["Jilin, Tonghua, China"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Yuguang","family":"Ma","sequence":"additional","affiliation":[{"name":"School of Mathematics and Artificial Intelligence, Tonghua Normal University","place":["Jilin, Tonghua, China"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Jing","family":"Tian","sequence":"additional","affiliation":[{"name":"School of Pharmacy and Health Sciences, Tonghua Normal University","place":["Jilin, Tonghua, China"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Youyou","family":"Li","sequence":"additional","affiliation":[{"name":"Institute of International Economics and Trade, Liaoning University of International Business and Economics","place":["Dalian, Liaoning, China"]}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1965","published-online":{"date-parts":[[2026,7,24]]},"reference":[{"key":"ref1","doi-asserted-by":"publisher","first-page":"306","DOI":"10.3390\/foods13020306","article-title":"Global food security and sustainability issues: the road to 2030 from nutrition and sustainable healthy diets to food systems change","volume":"13","author":"Varzakas","year":"2030","journal-title":"Foods"},{"key":"ref2","doi-asserted-by":"crossref","first-page":"31","DOI":"10.1007\/978-3-031-15703-5_4","volume-title":"Science and Innovations for Food Systems Transformation","author":"Hendriks","year":"2023"},{"key":"ref3","doi-asserted-by":"publisher","first-page":"556","DOI":"10.1007\/s10163-025-02441-y","article-title":"Measuring food waste national baseline and reduction strategies towards sustainable development goal","volume":"28","author":"Mungkung","year":"2026","journal-title":"J Mater Cycles Waste Manag"},{"key":"ref4","doi-asserted-by":"publisher","first-page":"10929","DOI":"10.3390\/su162410929","article-title":"The association between safety preference and household food waste: evidence from Chinese households","volume":"16","author":"Zhang","year":"2024","journal-title":"Sustainability"},{"key":"ref5","doi-asserted-by":"publisher","first-page":"136","DOI":"10.1038\/s43016-023-00915-6","article-title":"Global food loss and waste estimates show increasing nutritional and environmental pressures","volume":"5","author":"Gatto","year":"2024","journal-title":"Nat Food"},{"key":"ref6","doi-asserted-by":"publisher","first-page":"132","DOI":"10.1016\/j.tifs.2023.01.001","article-title":"Defining upcycled food: the dual role of upcycling in reducing food loss and waste","volume":"132","author":"Aschemann-Witzel","year":"2023","journal-title":"Trends Food Sci Technol"},{"key":"ref7","doi-asserted-by":"publisher","first-page":"364","DOI":"10.3390\/foods15020364","article-title":"Upcycled foods: what influences consumer responses to a circular economy-based consumption strategy? 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