Dairy by-products such as whey hold great potential for sustainable food innovation. Despite their rich nutritional profile, whey and similar by-products are frequently discarded, contributing to environmental burdens and resource inefficiency. This study aimed to evaluate the perceptions, awareness, and acceptance of whey as a food ingredient among university students in Italy and Pakistan, which are two culturally distinct yet significant dairy-producing nations. A questionnaire-based cross-sectional survey of 288 university students, including 72 from Italy and 216 from Pakistan, to assess food waste awareness, health consciousness, willingness to consume whey-based foods, and the influence of environmental factors on food choices.

Findings revealed a high level of concern about food waste across both populations, with 98% of Pakistani and 89% of Italian students supporting the incorporation of whey into staple foods like bread and pasta. Health benefits and food waste reduction emerged as the strongest motivators for acceptance. Notably, Pakistani students showed greater acceptance, possibly due to higher food insecurity, cost sensitivity, and cultural familiarity with whey in traditional foods. Gender and religious influences also shaped food neophobia and willingness to adopt novel ingredients. The study highlights the role of cultural, socioeconomic, and environmental factors in shaping consumer attitudes toward food waste valorization.

These insights offer actionable recommendations for food system stakeholders and policymakers to design region-specific educational campaigns and develop whey-based functional foods. The findings align with global sustainability goals, particularly SDG 2 (Zero Hunger) and SDG 12 (Responsible Consumption and Production), reinforcing the potential of whey valorization in building sustainable and resilient food systems.