Aesthetics and food shopping: why consumers reject unattractive produce

Food insecurity and sustainability are huge global challenges. Yet research suggests that farmers, retailers and consumers reject up to 40% of the food we produce because it simply looks unattractive. New research published by Singapore Management University looks at the psychology behind consumers’ behaviour and how to mitigate its effects. Read the original research: doi.org/10.1016/j.ijresmar.2025.06.004