In summarizing the results, it can be said that just like their Western counterparts, Chinese consumers have the highest purchase intentions for normally shaped food compared to any food
shape abnormality. Therefore, it is easy to understand that food retailers exclude food that deviates from the norm as our findings support their assumption that consumers request picture perfect food. However, this practice has been identified as main determinant of global food waste. In particular with regard to food waste, changing consumer behavior has been identified as an effective strategy to foster sustainable change. However, environmental concern and social trust in institutions managing and producing food also drive purchase intentions toward abnormally shaped food. Whilst acknowledging that attenuating distrust exemplifies a long term and difficult route, communication campaigns and education programs are need to continuously increase environmental concern and trust among Chinese consumers to fight against food waste.