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The Impact of Visual Perspectives in Advertisements on Consumers’ Reactions to Close-to-Expiry Food

Author

Listed:
  • Lu Monroe Meng

    (Southwest Jiaotong University)

  • Eileen Yiran Zhang

    (Stanford University)

  • Shen Duan

    (Zhongnan University of Economics and Law)

  • Ce Liang

    (City University of Hong Kong)

Abstract

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.

Suggested Citation

  • Lu Monroe Meng & Eileen Yiran Zhang & Shen Duan & Ce Liang, 2025. "The Impact of Visual Perspectives in Advertisements on Consumers’ Reactions to Close-to-Expiry Food," Journal of Business Ethics, Springer, vol. 199(2), pages 437-451, June.
    • Handle: RePEc:kap:jbuset:v:199:y:2025:i:2:d:10.1007_s10551-025-05992-0
    DOI: 10.1007/s10551-025-05992-0
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