Food waste to blind box surprises: A study on increasing consumers' purchase intention of surplus food blind boxes

Recently, surplus food blind boxes have emerged as a solution to reduce food waste by providing surplus ingredients at low prices. However, how to increase consumers' purchase intentions for surplus food blind boxes is still requires further study. According to previous research, this study examined seven factors that may influence consumer purchase intentions, including food quality, perceived sustainability, conspicuous consumption, perceived food risk, resistance to sales techniques, inadequate marketing strategies and taste anxiety. To test the possibility of using the factors above to predict purchase intentions, we conducted an online questionnaire survey that collected 302 valid samples. A structural equation model was developed to test the accuracy of the factors above. Based on the results, it was found that there were no significant effects, except for food quality and recommendation intention. Besides enriching the theoretical framework for consumer purchase intention of surplus food blind boxes, this study will also provide a practical reference for practitioners in the surplus food blind box industry to formulate marketing strategies, improve product quality, and reduce food waste.