From Wastage to Purchase:Marketing Communication Strategies for Visually Suboptimal Produce
Consumer rejection of visually suboptimal produce causes serious food waste and environmental problems.In this paper,we construct a matching model of the marketing information frame of visually suboptimal produce and consumers'environmental involvement based on the E-laboration Likelihood Model theory.The matching model is validated through scenario experiments.Specifically,we find that consumers demonstrate higher purchase intentions when the gain-framed(loss-framed)information is matched with the message that initiates consumers'low(high)envi-ronmental involvement.Additionally,we proposes the mediating roleof consumers'perceived en-vironmental effectiveness in this matching process.The findings of this paper can assist agricultural products retailers in developing effective marketing communication strategies that are easy to im-plement and cost-effective to address the serious food waste and environmental problems caused by consumer rejection of visually suboptimal produce.
万方数据
维普
