Examining the impact of the packaging design of nearly expired food on consumer purchase intentions

Abstract

Discarding excessive amounts of food that is nearing expiry is a predominant contributor to food waste, leading to substantial economic losses and environmental pollution. To examine the impact of packaging design features on consumer inclinations to buy nearly expired products, this study proposed a research model based on the theory of planned behavior (TPB). Survey data was obtained from 426 consumers using questionnaires. An analysis of their responses based on structural equation modeling showed the following: (1) perceived behavioral control emerges as the primary driver, directly influencing consumer purchasing intentions, with health consciousness, moral norms, and expiry date-based pricing (EDBP) following as additional influential factors; (2) the visual elements of packaging design are highly important, as they exert a significant positive impact on consumers’ perceived behavioral control; (3) trust in the label exerts a notable influence on the perceived value of nearly expired food products; (4) customer purchase intentions for food items nearing expiry were not significantly affected by verbal elements, attitudes, subjective norms, or perceived value. Based on the findings, strategies to improve the design and marketing of packaging for nearly expired foods are discussed.

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