Rescuing imperfect produce: The effects of stigma disclosure strategies, controllability, and aesthetics

Tiffany S. Legendre, Nathan Jarvis, Yeonjung Kang, Ghadeer Jamal, Jacob Jackson

Research output: Contribution to journalArticlepeer-review

14 Scopus citations


In the U.S., the foodservice industry has been responsible for significant portions of food waste. Recently, on-site foodservice industry leaders advocate for the potential use of imperfect produce. However, lack of research efforts on the use of imperfect produce limits its adoption by the industry. Thus, this study investigates ways to enhance guests’ perception of companies when they adopt imperfect produce in their operations. Grounded in stigma theory, this research conducted two studies to evaluate the application of stigma theory to imperfect produce in a foodservice setting: study one, 3 (disclosure strategies: simple vs. de-categorization vs. integration) × 2 (controllability: high vs. low) and study two, 3 (same disclosure strategies) × (aesthetics: standard vs. aesthetic). Findings of this research indicate that simple disclosure strategies are not effective compared to the other two strategies. However, this depends on controllability of the stigma and environmental aesthetics of imperfect produce presentation.

Original languageEnglish
Article number102443
JournalInternational Journal of Hospitality Management
StatePublished - Feb 2020

Bibliographical note

Funding Information:
We acknowledge the support from the Society for Hospitality and Foodservice Management . Appendix A

Publisher Copyright:
© 2019


  • Aesthetics
  • Controllability
  • Disclosure strategy
  • Imperfect produce
  • Stigma theory

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management


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