From Waste to Worth: A Multi-Study Investigation of Chinese Consumers' Purchase Intentions Toward Near-Expired Bread

Reducing food waste and promoting green consumption have emerged as critical priorities in the transition toward a more sustainable food system. Purchasing near-expired food (NEF) offers a pathway to address both issues simultaneously, yet the mechanisms underlying consumers' intentions toward such products remain underexplored. This research investigates these mechanisms through two complementary studies conducted in China, focusing on near-expired bread as a representative product category. Study 1 (N = 1154) draws on the stimulus-organism-response (SOR) framework to examine how key factors shape consumers' purchase intentions toward near-expired bread. The results show that price discounts and longer remaining shelf life increase purchase intentions by enhancing perceived value and reducing perceived risk. Moreover, consumers' normative beliefs with regard to food waste avoidance positively predict purchase intentions through heightened moral satisfaction. Study 2 (N = 746) employs a 2 × 3 between-subjects factorial experiment to test two types of retail interventions for near-expired bread: discount messages (50% vs. 10% off) and information framing (gain-framed vs. loss-framed). Extending Study 1, this experiment introduces two additional dependent variables-product attitudes and perceived environmental external benefits-to capture a broader range of consumer responses. ANCOVA results reveal that consumers with higher environmental concern exhibit stronger purchase intentions, more favorable product attitudes, and greater perceived environmental external benefits. Price discount messages significantly influence purchase intentions and product attitudes, whereas information framing affects purchase intentions and environmental external benefits. Notably, the two interventions interact to shape consumers' perceptions of environmental external benefits. Together, these studies advance a comprehensive understanding of near-expired bread purchases and offer empirical guidance for designing effective retail communication strategies to promote green consumption and reduce food waste.