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The interactive effect of numerical precision and message framing in increasing consumer awareness of food waste issues

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  • Khalil, Mary
  • Septianto, Felix
  • Lang, Bodo
  • Northey, Gavin

Abstract

Food waste has become a pressing problem in the world, leading to a range of economic, social, and environmental issues. As a result, there are increasing calls to develop effective messages that can increase consumer awareness of food waste and its negative impacts. Drawing upon a recent research on the influences of numerical precision on consumer decision making, the present research tests the ‘match-up’ effects between numerical precision and message framing on consumer awareness of food waste issues. Two experimental studies (Ntotal = 799) show that more (vs. less) precise numerical information can increase consumer awareness of food waste issues when combined with a loss message framing, whereas less (vs. more) precise numerical information is more effective when combined with a gain message framing. This research also examines the role of time availability as a boundary condition, such that when perceptions of time availability is heightened or reduced, the predicted effects are attenuated. Theoretical and managerial implications are discussed.

Suggested Citation

  • Khalil, Mary & Septianto, Felix & Lang, Bodo & Northey, Gavin, 2021. "The interactive effect of numerical precision and message framing in increasing consumer awareness of food waste issues," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    • Handle: RePEc:eee:joreco:v:60:y:2021:i:c:s0969698921000369
    DOI: 10.1016/j.jretconser.2021.102470
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    Cited by:

    1. Zheng, Han & Chen, Kai & Ma, Zhuoyuan, 2023. "Interactive effects of social norms and information framing on consumers' willingness of food waste reduction behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    2. EiÄ aitÄ—, Ovidija & Baležentis, Tomas & RibaÅ¡auskienÄ—, Erika & MorkÅ«nas, Mangirdas & MelnikienÄ—, Rasa & Å treimikienÄ—, Dalia, 2022. "Food waste in the retail sector: A survey-based evidence from Central and Eastern Europe," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    3. Mao, Zhixin & Duan, Yongrui & Liu, Wenxia, 2023. "Consumers’ choice of private label considering reference price and moderating effect," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    4. Bandyopadhyay, Argho & Septianto, Felix & Nallaperuma, Kaushalya, 2021. "How scolding can encourage consumer engagement with plastic waste issue? The moderating role of consumers’ mindset," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    5. Grappe, Cindy G. & Lombart, Cindy & Louis, Didier & Durif, Fabien, 2022. "Clean labeling: Is it about the presence of benefits or the absence of detriments? Consumer response to personal care claims," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    6. Khalil, Mary & Northey, Gavin & Septianto, Felix & Lang, Bodo, 2022. "Hopefully that’s not wasted! The role of hope for reducing food waste," Journal of Business Research, Elsevier, vol. 147(C), pages 59-70.
    7. Baihui Jin & Wei Li, 2023. "External Factors Impacting Residents’ Participation in Waste Sorting Using NCA and fsQCA Methods on Pilot Cities in China," IJERPH, MDPI, vol. 20(5), pages 1-21, February.
    8. Cindy Grappe & Cindy Lombart & Didier Louis & Fabien Durif, 2022. "Clean labeling: Is it about the presence of benefits or the absence of detriments? Consumer response to personal care claims," Post-Print hal-04293232, HAL.

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