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Hopeless Ugly Food? Estimating Heterogeneous Treatment Effects Of Marketing Strategies On Consumer Attitude And Wtp Via Machine Learning Approaches, Ran Li

LSU Master's Theses

Around one-third of food produced for human consumption is wasted every year, partially caused by consumer's unwillingness to purchase ugly food. We explore opportunities to favorably support consumer's considerations for ugly food by analyzing survey responses from 1099 U.S. adults. We find that without any marketing strategies applied, a great discount has to be provided to sell ugly food. By using appropriate marketing strategies, consumer's attitudes and willingness to pay for ugly food can be changed positively. However, the effects of ugly food marketing attributes are heterogeneous among consumers with different attitudes towards ugly food. Consumers with negative attitudes towards …