Increasing the Sales of Suboptimal Foods with Sustainability and Authenticity Marketing Strategies.

To reduce food waste, it is essential to motivate consumers to purchase and consume products that deviate from optimality on the basis of only cosmetic specifications (also called suboptimal products). Previous research has shown it to be challenging to motivate consumers to buy such suboptimal products. Sustainability or authenticity positioning of suboptimal products may be a promising avenue, but no research to date has examined their effects on consumer .