ABSTRACT This article discusses the challenges associated with managing waste in the horticultural sector by presenting the circular economy framework as a solution to the problem of food waste. The research focuses on consumers’ role and value adding as one strategy that transforms food waste for reuse in accordance with a circular economy. A structured questionnaire was collected from a sample (n = 330) of Australian households to assess consumers’ willingness buy food derived from underutilised biomass. The survey found half of the sample was willing to buy value-added food. Helping Australian farmers was the top-ranking factor driving demand. Awareness of the food waste problem is significant in distinguishing consumers who are willing to buy value-added food from those who are not. Marketing recommendations for communication design a circular economy are to stress empathy and care for farmers and highlight the consequences of food waste for both the natural environment and people.

中文翻译：

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循环农业食品方法：消费者会购买由蔬菜废料制成的新颖产品吗？

摘要本文通过介绍循环经济框架来解决食品浪费问题，讨论了园艺部门管理废物所面临的挑战。该研究关注消费者的角色和增值，作为一种根据循环经济将厨余转化为可再利用的策略。从澳大利亚家庭样本（n = 330）中收集了一份结构化问卷，以评估消费者购买未充分利用生物质食品的意愿。调查发现一半的样本愿意购买增值食品。帮助澳大利亚农民是拉动需求的最重要因素。对食物浪费问题的认识对于区分愿意购买增值食品的消费者和不愿意购买增值食品的消费者具有重要意义。