What are the 'shape friendly' locations to sell misshapen tomatoes? The effect of point of purchase on consumers' abnormality perception and probability to buy.

• The influence of POP type on shape abnormality perception and purchase probability is studied. • The moderating role of shape type (i.e., abnormality level) in the relationship POP type – abnormality perception is studied. • Romanian consumers' misshapen tomato abnormality perceptions are lowest in fresh markets. • UK consumers' misshapen tomato abnormality perceptions are lowest in organic supermarket stands. • POP can be a 'decision point' for retailers regarding misshapen fruits and vegetable markets. The present study endorses the point of purchase (POP) as a 'decision point' for the distribution of misshapen fruits and vegetables (FVs) and a contributor to reducing food waste. We have explored the influence of POP type on consumer perceptions of tomato shape abnormality and its purchase probability, and the moderating role of the actual tomato shape abnormality level. Two online surveys questioned a total of 1021 Romanian and British consumers. The results show that consumers perceive misshapen tomatoes as 'least misshapen' and 'most likely to be bought' in fresh markets (Romania) or the organic stand of the supermarkets (UK). This study provides managerial recommendations on the selection of point of sale for misshapen fresh FVs with the aim of addressing the problem of food waste. [ABSTRACT FROM AUTHOR]