Study of the Effect of Agri-product Scarcity Clues on the Purchase Intention to Food Approaching the Expiration Date
Food waste is a significant threat factor to food security,drawing attention from society as a whole.The disposal of near-expiry food is a primary contributor to food wastage in the retail sector.It is imperative to take measures to influence and shape consumers'purchasing behavior regarding near-expiry foods to reduce waste.This paper,based on the scarcity effect,investigates whether and how agricultural scarcity clues affect consumers'intention to purchase near-expiry foods.Through two experiments,the following findings were discovered:(1)Providing(vs.not providing)agri-food scarcity clues related to near-expiry foods,whether short-term or long-term scarcity cues,significantly increased consumers'intention to purchase near-expiry foods to an equal extent.(2)The enhancement of purchase intention due to long-term agri-food scarcity clues(vs.no scarcity cnes)was mediated by per-ceived value,while the enhancement of purchase intention due to short-term agri-food scarcity clues(vs.no scarcity cnes)was medi-ated by perceived risk.(3)Environmental involvement moderated the impact of agri-food scarcity clues on purchase intention.The re-search findings in this article theoretically clarify the mechanisms through which agri-food scarcity clues promote the purchase of near-expiry foods.In practice,this study provides insights into promoting the purchase of near-expiry foods and reducing food waste.
万方数据
维普
