Suboptimal Food Products Purchase as a Sustainable Practice: Consumer Perception and Purchasing Intention

Substantial quantities of suboptimal food that get spoiled and discarded in households and markets present a paradoxical situation in Ghana. The suboptimal foods, if salvaged, have the potential to provide sustenance for millions facing hunger. This clearly shows that there is a serious sustainability and management issue regarding suboptimal foods from the marketplaces. The study aimed at investigating consumer perspectives towards suboptimal food. The study used a descriptive survey design. The specific objectives of the study were to ascertain consumer perception towards the purchase of suboptimal food products and to explore the factors that influence consumers’ perception towards the purchase of suboptimal foods. Purposive and convenience sampling techniques were used in selecting consumers for the study. From a sampling frame of 1000, a sample of 177 consumers were used. The study made use of a questionnaire to gather information from the respondents. The finding showed that fruits, vegetables, roots, and tubers often reach a suboptimal stage at the central markets. Consumers perceived these suboptimal foods as generally being of lower quality, having inferior nutritional value, and more likely to cause health issues due to poor quality. It was discovered that the quality of suboptimal foods and unappealing appearance significantly influence consumers’ perceptions and purchasing decisions. Based on this, conclusions were made and it was recommended that the Ministry of Agriculture (MoA) should develop and implement educational campaigns to inform consumers about the environmental and economic benefits of purchasing suboptimal foods. These campaigns should highlight the role of suboptimal foods in reducing food waste and promoting sustainability. Also, market traders should offer discounts or promotions on suboptimal foods to make them more attractive to price-sensitive consumers.