Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Influence of Consumers Self Perception on Devaluation of Ugly Produce Marketing Strategies to Reduce Food Waste in the Indian Context Subject The topic of the resource food waste; self-perception; self-signaling; ugly produce Description An account of the resource Ugly produce refers to aesthetically imperfect fruits and vegetables and also fruits and vegetables with minor blemishes. Ugly produce does not refer to spoilt, rotten, or germ-infected fruits and vegetables. The basic premise of this study is from self-signaling and self-perception theories. The self-signaling theory states that when people make a choice, they disclose something of their character and personality not just to others, but also to themselves. Self-perception theory (SPT) developed by psychologist Daryl Bem asserts that people develop their attitudes by observing their own behavior and further concluding what attitudes must have caused it. Classically, consumers undervalue ugly produce because of altered self-perceptions; simply visualizing the consumption of imperfect produce acts as a self-indicative signal that negatively affects how consumers view themselves. Due to this, the unattractive produce, even though perfectly edible and with the same taste and nutritional value, is rejected by consumers merely based on shape or some other cosmetic blemish. We discussed the strategies adopted by Indian startups and organizations to reduce food waste. Deep discounting is the strategy followed by food retailers worldwide to sell ugly produce, however, this is not the best strategy as it leads to losses for both the retailers as well as the farmers. We suggested alternative strategies successfully followed by foreign retailers, such as spreading awareness, boosting self-confidence and esteem among consumers, attracting kids, etc., which can be followed by Indian food retailers for selling ugly fruits and vegetables. 2022, Associated Management Consultants Pvt. Ltd.. All rights reserved. Creator An entity primarily responsible for making the resource Saldanha A.T.; Aranha R. Source A related resource from which the described resource is derived Indian Journal of Marketing, Vol-52, No. 8, pp. 41-50. Publisher An entity responsible for making the resource available Associated Management Consultants Pvt. Ltd. Date A point or period of time associated with an event in the lifecycle of the resource 2022-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.17010/ijom/2022/v52/i8/171223" target="_blank" rel="noreferrer noopener">https://doi.org/10.17010/ijom/2022/v52/i8/171223</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85138072750&amp;doi=10.17010%2Fijom%2F2022%2Fv52%2Fi8%2F171223&amp;partnerID=40&amp;md5=d570005fbe73d185a33e5ac33ccb51c5" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85138072750&amp;doi=10.17010%2fijom%2f2022%2fv52%2fi8%2f171223&amp;partnerID=40&amp;md5=d570005fbe73d185a33e5ac33ccb51c5</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 9738703 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Saldanha A.T., St. Josephs Institute of Management, 28/1, Primrose Road, Bangalore, 560 025, India; Aranha R., School of Business and Management, CHRIST (Deemed to be University), Bangalore Kengeri Campus Kanmanike, Kumbalgodu, Mysore Road, Bangalore, 560 074, India