From Ugly to Loved: The Compassionate Consumer’s Journey Towards Embracing Unattractive Produce (with Professor Anirban Mukhopadhyay)
This project examines how compassion affects consumers’ willingness to purchase unattractive (“ugly”) fruits and vegetables. Although these products are perfectly edible, they are often discarded due to their appearance, contributing to food waste. My research explores both the psychological drivers behind these choices and the effectiveness of labeling strategies—such as strength-based and empathy-focused labels—in shifting consumer attitudes. I use experimental studies to show that people with higher levels of compassion are more open to buying unattractive produce, but that targeted messaging can also increase acceptance among less compassionate consumers. The ultimate goal is to inform interventions that reduce food waste and promote more sustainable consumption.

The Plastic Paradox: Investigating Purchase Quantities of Groceries in Eco-Unfriendly Packaging (with Professors Anirban Mukhopadhyay and Sang Kyu Park)
This study explores the reasons why consumers often purchase higher quantities of groceries when they are packaged in plastic, despite growing awareness of the environmental impact. By combining survey data and behavioral experiments, I find that plastic packaging reinforces beliefs about contamination prevention, making consumers feel safer when buying items—especially perishables—in larger amounts. The research also investigates how this dynamic not only perpetuates the use of plastic, but may also lead to increased food waste due to over-purchasing. The insights from this project are intended to help businesses, campaign designers, and policymakers develop strategies that address both packaging choices and sustainable consumption behaviors.

The Influence of Packaging Material on Consumer Behavior: Bridging the Gap Between Normal and Ugly Produce (with Professors Anirban Mukhopadhyay and Sang Kyu Park)
This project looks at how packaging materials influence consumer perceptions and choices, particularly for unattractive produce. The goal is to identify practical strategies that support more sustainable consumer behavior.