This study tested whether information on positive food additives and negative food additives had an effect on consumers’ risk perception and their willingness to accept (WTA) food with additives. Consumers’ WTA was examined via a random nth-price auction of exchanging freshly squeezed orange juice without additives for orange juice with additives. Results show that consumers’ WTA differs with the order in which information was provided. Consumers are generally more sensitive to negative than positive information on additives. Female, middle-educated consumers are more susceptible to additive information and their WTA is more likely to change, while postgraduate-educated consumers are less sensitive to additive information. Consumers with higher food-safety satisfaction have lower WTA than those who are not satisfied with food safety. However, their satisfaction is easily affected by the negative-information intervention. Interestingly, consumers with relatively good knowledge of additives had higher WTA than those with no such knowledge. This study provides insight on how to establish effective food-safety-risk communication. Government and non-government agencies need to timely and accurately eliminate food-safety scares through the daily communication and disclosure of food-safety information, as well as prevent the misguidance of negative food safety-risk information.

Purpose: This study aimed to understand the factors influencing consumers’ purchase behavior of different types of suboptimal food and to provide references for promoting the consumption of suboptimal food and reducing suboptimal food waste in the consumption process.Design/methodology/approach: This study analyzed the influence of perceived value and perceived risk on consumers’ purchase behavior for three types of suboptimal food. They include food nearing expiration date, food with defective packaging and food with ugly appearance. Specifically, expenditure saving and food waste reduction of perceived value, health risk, time cost and psychological distress of perceived risk were analyzed using a multivariate probit model. Additionally, the moderating effect of suboptimal food knowledge was tested.Findings: Perceived value of saving money and reducing food waste positively influences consumers’ decision to purchase suboptimal food. Perceived risk of psychological distress and health risk negatively affect consumers’ decisions to purchase suboptimal food. Consumers are more sensitive to perceived value than perceived risk when purchasing food with defective packaging. However, perceived risk has a greater impact on the food that is nearing its expiration date. The impact of perceived risk on the purchase of food with an ugly appearance decreases when consumers are familiar with suboptimal food.Originality/value: By applying the theory of perceived value and perceived risk from psychology, this study contributes to deepen the understanding of consumers’ motivation to purchase suboptimal food. The results provide recommendations for food sector actors on how to motivate consumers on their way to buy suboptimal food.

Purpose: Promoting the sale of near-expired food can serve to prevent the waste of food that is nearing its expiration date. As the discussion of near-expired food on social media is increasing today, this study aimed to understand the impact of reference groups on consumers’ purchase intention of near-expired food. Design/methodology/approach: Based on 4,840 consumer survey data, this study examined the effect of the reference group on consumers’ purchase intention of near-expired food. The mediating effects of perceived benefit and perceived risk were also analyzed. A multi-group structural equation model was used to evaluate the heterogeneity in the reference group effects across consumer segments stratified by food expenditure-to-income ratios (Engel coefficients). Findings: The results show that the reference group significantly promotes consumers to buy near-expired food. Perceived benefit and perceived risk play a mediating role in the impact of the reference group on consumers’ purchase intention. However, the effects of perceived benefit and perceived risk vary across consumer groups. For consumers with an Engel coefficient above 40%, reference groups increase consumers’ likelihood to purchase near-expired food by raising perceived benefit. On the other hand, for consumers with an Engel coefficient below 40%, both the mediating effects of perceived risk and perceived benefit are significant. Originality/value: This study provides evidence-based results on how to increase the influence of the reference group on consumer purchase decisions. It provides actionable recommendations on how to motivate different consumer segments to buy near-expired food, thereby reducing food waste through targeted marketing strategies.

Food labels are used to reduce the inefficiencies that arise from information asymmetry. Since food certification and traceability labels are commonly food safety information labels used in China, it is of great importance to study producer preference and adoption behavior towards these food safety information labels. This study constructs a profile of food labels that includes different levels of four safety information attributes, including place of origin, edible agricultural products conformity certificate, traceability code, and organic/green certification. Based on the primary data of pig farmers in Zhejiang Province and using Random Parameters Logit Model and Latent Class Model, this paper analyzed farmers’ willingness to supply pork with food safety information labels and discussed farmers’ adoption behaviors in the production process. Results indicate that among the four information attributes, farmers were more likely to supply pork with the place of origin and organic/green certification. They had a negative willingness to provide pork with a conformity certificate that is certificated by a third party. The preferences for food safety information labels were heterogeneous among farmers. 13.5% of the farmers belonged to the certification-inclined class, and 37.9% of the farmers were traceability preferred. However, the adoption rate by farmers of pork with traceability labels in production was only 7.69%. Therefore, governments and markets should increase incentives for farmers to participate in the traceability system and encourage farmers to issue certificates, and further strengthen the education and training of farmers.