The impact of consumers’ religiosity on their purchasing behaviour towards ugly food: a serial mediation model of environmental concerns and price consciousness

This study examines how consumers’ religiosity influences the purchase of “ugly” (cosmetically imperfect yet edible) food and tests whether environmental concern and price consciousness mediate this relationship serially. Using cross-sectional survey data from 622 consumers, this research estimates linear regression models and a serial mediation pathway. Results show that religiosity is positively associated with the purchase of ugly food. Moreover, the relationship operates through a sequential mechanism: religiosity strengthens environmental concern, which, in turn, increases price consciousness, thereby contributing to greater acceptance of imperfect produce. These findings illuminate a values-based pathway through which socio-cultural and ethical orientations can support sustainable consumption by reducing avoidable food waste while reinforcing affordability-oriented choices. For policymakers, NGOs, and retailers, the results suggest that interventions may be more effective when they integrate stewardship- and frugality-based messaging with clear environmental and price-value cues, alongside practical information emphasising edibility and quality equivalence.