The Impact of visual perspectives in advertisements on consumers' reactions to close-to-expiry food
Food waste presents an escalating environmental and social challenge to the establishment of a sustainable marketing system and the long-term development of our society. Given the substantial volume of food wasted due to the rejection of close-to-expiry food, this study explores how visual perspecti...
| Authors: | ; ; ; |
|---|---|
| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Interlibrary Loan: | Interlibrary Loan for the Fachinformationsdienste (Specialized Information Services in Germany) |
| Published: |
2025
|
| In: |
Journal of business ethics
Year: 2025, Volume: 199, Issue: 2, Pages: 437-451 |
| Further subjects: | B
Food waste
B Close-to-expiry food B Consumer Behavior B Social Perception B Visual perspectives B Market Psychology B Aufsatz in Zeitschrift B Advertising Psychology B Perception B Visual Perception B Other-focus |
| Online Access: |
Volltext (lizenzpflichtig) Volltext (lizenzpflichtig) |
| Summary: | Food waste presents an escalating environmental and social challenge to the establishment of a sustainable marketing system and the long-term development of our society. Given the substantial volume of food wasted due to the rejection of close-to-expiry food, this study explores how visual perspectives influence consumers’ reactions to close-to-expiry food. Specifically, we find that a third-person (vs. first-person) perspective in advertisements enhances consumers’ positive reactions to close-to-expiry food. This effect is driven by the heightened level of other-focus elicited by the third-person perspective and is mitigated when consumers’ level of self-construal misfits with visual perspectives in terms of the direction of other-focus elicited or when the food item is far from expiry. These findings contribute to research on close-to-expiry food marketing, visual perspectives, other-focus, and consumer ethics. Furthermore, the current research provides critical implications for various stakeholders and society as a whole. |
|---|---|
| ISSN: | 1573-0697 |
| Contains: | Enthalten in: Journal of business ethics
|
| Persistent identifiers: | DOI: 10.1007/s10551-025-05992-0 |
