RT Article
T1 The Impact of visual perspectives in advertisements on consumers' reactions to close-to-expiry food
JF Journal of business ethics
VO 199
IS 2
SP 437
OP 451
A1 Meng, Lu
A1 Zhang, Yiran
A1 Duan, Shen
A1 Liang, Ce
A2 Zhang, Yiran
A2 Duan, Shen
A2 Liang, Ce
LA English
YR 2025
UL https://ixtheo.de/Record/1927415608
AB 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.
K1 Advertising Psychology
K1 Close-to-expiry food
K1 Consumer Behavior
K1 Food waste
K1 Market Psychology
K1 Other-focus
K1 Perception
K1 Social Perception
K1 Visual Perception
K1 Visual perspectives
K1 Aufsatz in Zeitschrift
DO 10.1007/s10551-025-05992-0