This thesis explores consumer perceptions of aesthetically imperfect, or 'ugly,' foods and investigates the willingness to purchase and consume these products as a strategy to reduce food waste. The study delves into cognitive biases that lead to the rejection of nutritionally sound yet visually unappealing foods, significantly contributing to food wastage. Through a comprehensive food perception survey, this research examines the impact of visual appeal, expected taste, price, and bundling strategies on consumer choices, particularly focusing on the enhancement of the attractiveness of 'ugly' foods when paired with aesthetically pleasing ones.Key findings highlight that while consumer biases heavily influence the initial reaction of 'ugly' foods based on appearance, innovative marketing strategies like bundling can shift perceptions and increase consumer willingness to purchase. Crucially, the thesis identifies post-purchase ownership perception as a significant factor in influencing future consumer behavior. Ownership of 'ugly' foods, even in a hypothetical sense, positively affects consumers’ perceptions and behaviors, increasing their likelihood to repurchase and recommend these products, thus indicating a sustainable shift in consumption patterns. This research provides actionable insights for stakeholders in the food industry to mitigate consumer biases against 'ugly' foods, thereby enhancing sustainability and ethical consumption practices. The broader implications of these findings suggest that addressing post-purchase perceptions can effectively contribute to reducing global food wastage and fostering more environmentally responsible food consumption.