Consumer Attitudes and Acceptance of Circular Bioeconomy (Food) Products

Motivation. Food waste and meat-heavy diets are two major drivers of greenhouse gas emissions in the U.S. food system, consuming land and water while wasting billions of dollars annually. Emerging innovations—such as upcycled foods made from surplus ingredients and alternative proteins like plant-based or mycoprotein products—offer pathways to reduce waste, diversify diets, and lower environmental impacts.

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What we do. This project investigates how consumers respond to these sustainable food innovations and examines which labels, policies, and communication strategies can build trust and accelerate adoption. Findings provide evidence to guide food companies, policymakers, and educators in designing effective regulations, market strategies, and outreach campaigns that reduce emissions and support a more sustainable food future.