Eating the “inedible”: How to improve the consumption of the perceived inedible parts of fruits and vegetables in Ireland and Italy?

This study explores the factors influencing consumer intention and behaviors regarding consumption of the perceived inedible parts of fruits and vegetables in Ireland and Italy. A conceptual model based on the theory of planned behavior is developed. In addition to the classical relationships of this theory, the constructs of perceived edibility, perceived health benefits, and perceived sustainability benefits are added to the model. An online survey is conducted in both countries, resulting in an overall sample size of 659 participants. Data is statistically analyzed by implementing the partial least squares structural equation modelling. Certain differences exist between Irish and Italian respondents. A significant difference is noted within the social norms construct, whereby Italy scored 9% higher than Ireland. Conversely, Irish people are characterized by higher values for perceived edibility (8%), perceived behavioral control (8%), health (2%), and sustainability benefits (3%). The results indicate that attitude, social norms, and perceived behavioral control affect the intention to consume the perceived inedible parts of fruits and vegetables. Of all these constructs, attitude has the strongest impact on intention, followed by perceived behavioral control and social norms. The results also show that perceived edibility, perceived sustainability, and health benefits have a positive and significant impact on attitudes toward the perceived inedible parts of fruits and vegetables. Practical and policy implications are proposed based on the findings.