Asia Pacific Journal of Marketing and Logistics, Journal Year: 2025, Volume and Issue: unknown
Published: March 28, 2025
Purpose Promoting the sale of near-expired food can serve to prevent waste that is nearing its expiration date. As discussion on social media increasing today, this study aimed understand impact reference groups consumers’ purchase intention food. Design/methodology/approach Based 4,840 consumer survey data, examined effect group The mediating effects perceived benefit and risk were also analyzed. A multi-group structural equation model was used evaluate heterogeneity in across segments stratified by expenditure-to-income ratios (Engel coefficients). Findings results show significantly promotes consumers buy Perceived play a role intention. However, vary groups. For with an Engel coefficient above 40%, increase likelihood raising benefit. On other hand, for below both are significant. Originality/value This provides evidence-based how influence decisions. It actionable recommendations motivate different food, thereby reducing through targeted marketing strategies.
Language: Английский