The effect of innovation-related perceptions on consumer acceptance of upcycled date alternative proteins in selected Mediterranean countries

One of the global challenges is food waste, which requires upcycling solutions to transform it into valuable products. However, upcycled food often faces consumer scepticism, which affects its acceptance. Therefore, this study aims to analyze consumer acceptability of upcycled date byproducts and to identify the factors that influence these perceptions, as well as other determinants of consumer acceptance. A nationwide online survey (n = 1,058) was conducted in 2025 among consumers in Portugal and Tunisia, and the data were analyzed using SmartPLS4. The findings of structural equation modeling confirmed the strong predictive capability of the multidimensional model. Moreover, relative advantage, effort, price perceptions, trust in regulations, and organic perceptions are key variables of consumer perceptions regarding upcycled date byproducts. The study's findings also indicated that innovation-related perceptions, customer-perceived value, and risk are key factors influencing acceptance of such products. The multigroup analysis (MGA) results indicated significant variations between the two countries. By combining food sciences and consumer behaviors, this approach offers novel insights into consumers' acceptance of upcycled foods. The stakeholders food value chain can leverage these results to improve consumer perceptions and overall acceptance of these products, thereby helping to ensure the successful introduction of new products.