Reducing food waste and promoting sustainable consumption: the role of message framing and controllability attributions in ugly produce marketing

被引:1
作者
Xiao, Meizhen [1 ]
Razzaq, Amar [2 ]
Qing, Ping [3 ]
Phromphithakkul, Wasin [4 ]
Thinakaran, Rajermani [5 ]
Alnafissa, Mohamad [6 ]
机构
[1] Jiangxi Univ Sci & Technol, Business Sch, Nanchang, Peoples R China
[2] Huanggang Normal Univ, Business Sch, Huanggang, Peoples R China
[3] Huazhong Agr Univ, Mkt Dept, Wuhan, Peoples R China
[4] Shinawatra Univ, Sch Management, Pathum Thani, Thailand
[5] INTI Int Univ, Fac Data Sci & Informat Technol, Nilai, Malaysia
[6] King Saud Univ, Coll Food, Dept Agr Econ & Agr Sci, Riyadh, Saudi Arabia
基金
中国国家自然科学基金;
关键词
food security; ugly produce; message framing; controllability attributions; sustainable consumption; REGULATORY FOCUS; CONSUMER; MOTIVATION; IMPACT;
D O I
10.3389/fsufs.2024.1416142
中图分类号
TS2 [食品工业];
学科分类号
0832 ;
摘要
Food waste due to consumer rejection of aesthetically imperfect produce poses significant challenges to food security and environmental sustainability. We construct a matching model between the marketing message framing of ugly produce and the controllability attributions of ugly appearance to drive consumers' purchase intentions. Through theoretical deduction and randomized scenario experiments, we validate this model by demonstrating that consumers' purchase intentions increase when the gain-framed (vs. loss-framed) messages for marketing ugly produce match with the high-level (vs. low-level) controllability attributions of ugly appearance. In addition, we introduce the concept of consumers' perceived information processing fluency as a mediator in this relationship. The findings provide actionable insights for produce retailers, suggesting that effective and cost-efficient marketing strategies could reduce food waste and its associated environmental impacts by driving consumers' purchasing intentions to ugly produce, contributing to the achievement of Sustainable Development Goal 2 (SDG 2) and promoting sustainable food systems.
引用
收藏
页数:12
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