Fostering Sustainable Retail Business Innovations by Understanding Consumer Acceptance of Food Waste Reducing Business Models

The problem of food waste is increasingly being tackled via revenue‐generating activities such as the retailing of surplus food products. Little scholarly attention has been paid to the role of the consumer in such business models, even though consumers' perceptions and purchasing decisions are crucial to the acceptance of business innovations. This paper puts forward a process framework, informed by convention theory and legitimacy theory, to enhance understanding of ‘how’ consumer acceptance of such business models develops. Applying a multiple case study approach, this research investigates three case studies of ventures in Denmark and the United Kingdom illustrating models of surplus food reselling from retailers and manufacturers to consumers. The findings highlight three processes of acceptance: circumstantial, personal and community benefits and correspondence with social positioning. Aspects of price and convenience were the most influential in legitimising surplus food purchasing. Overall, the study makes an important contribution in demonstrating the market potential of surplus food.