Labelling or not

Influence of food retailer's approaching the expiration date labelling on consumers' patronage intention

Bibliographic Data

ID21294953
AuthorsYifan Tang (0009-0004-1042-1527, Huazhong Agricultural University), Yiting Kuang (0000-0001-7457-2704, Wuhan College), Han Li (0000-0002-4579-9552, Huazhong Agricultural University), Binbin Cao (0000-0002-0863-5786, Huazhong Agricultural University), Ping Qing (0000-0003-1121-0807, Huazhong Agricultural University)
Year2022
Volume124
Issue9
Pages2817-2832
Publication date2022-08-09
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueBritish Food Journal (JOURNAL)
Journal identifiersISSN: 0007-070X • E-ISSN: 1758-4108
PublisherEmerald (PUBLISHER)
DOI10.1108/bfj-03-2021-0318
OpenAlexW3213257612
LanguageEN
Citations received2
References cited35

Purpose The purpose of this paper is to investigate the influence of food retailer's Approaching the Expiration Date (AED) labelling on consumers' retailer-related response. Specifically, the main effect of food retailer's AED labelling on consumers' patronage intention, the mediation effect of food retailer's concern for consumers and the boundary condition of this effect are explored. The selected context of research is that food retailers are reluctant to stick an AED label on nearly expired food due to negative effect on selling them. Design/methodology/approach Two separate pretests and two separate experiments have been conducted to investigate the influence of food retailer's AED labelling on patronage intention. Pretest 1 develops the stimulus material of food retailer's AED labelling. Study 1 investigates the influence of AED labelling on patronage intention and mediation effect of consumers' perception of retailer's concern for consumers. Pretest 2 develops the stimulus material of government regulation on food retailer's AED labelling. Study 2 explores the boundary condition of the positive effect, namely the moderation effect of whether retailer's AED labelling is voluntary or mandatory. Findings The main findings of this research highlight the positive influence of food retailer's AED labelling on consumers' patronage intention. In addition, the current research reveals the underlying mechanism food retailer's concern for consumers and the boundary condition whether the AED labelling is voluntary or mandatory. Originality/value Although previous researches has explored the effect of food retailer's AED labelling on consumers' response, most of them focus on consumer purchase intention of the nearly expired food and neglect its effect on consumers' food retailer-related response. It is a need for food retailer to explore the potential positive influence of food retailer's AED labelling on consumers' patronage intention

Advertising · Business · Food labelling · Food products · Labelling · Moderated mediation · Perception · Consumer Behavior in Brand Consumption and Identification · Consumer Retail Behavior Studies · Food Science · Food Waste Reduction and Sustainability · Marketing · Psychology · Social Psychology

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