Micronutrient malnutrition, also known as hidden hunger, continues to affect more than 2 billion people globally. Biofortification, which is a process of breeding staple crops with improved micronutrient contents such as vitamin A, iron, and zinc, offers a cost-effective and sustainable solution in reducing hidden hunger. However, the success of these foods depends on consumer acceptance. In contrast to previous studies, this research focuses on the mechanism of consumer acceptance of biofortified crops that undergo physical changes (i.e., changes in appearance) after biofortification. We use data on 473 Chinese consumers collected through online surveys to examine their purchase intentions for biofortified foods that have visible (vs. invisible) nutrition traits. Using two online surveys, we conduct two studies to reveal the mechanism and antecedents of consumer acceptance of different biofortified foods. In Study 1, we find that consumer purchase intentions vary depending upon the visibility of nutrition traits in biofortified foods. Specifically, consumers exhibit a nutrition-related food neophobia (NFN) regardless of visibility of the nutrition trait in biofortified foods; and a sensory-affective food neophobia (SFN) which is only pronounced when the nutrition trait in biofortified foods is visible. The results of the mediation analysis show that for both types of biofortified foods, NFN mediates consumers’ purchasing intentions. For foods that involve visible changes after biofortification, SFN acts as an additional mediator of consumer purchase intentions. Using ordered logistic regression analysis, we find that both food neophobias have a negative impact on consumer acceptance of biofortified foods. The results of Study 2 confirm our findings and further show that nutrition information moderates the mediation of NFN and SFN, i.e., the negative impact of NFN and SFN on purchase intentions can be reduced by providing nutrition information to consumers. The results of this study have several theoretical and practical implications and are of interest to stakeholders and marketers in the promotion of biofortified foods.

Environmental issues are still challenging and of global concern. To improve the environmental consumption behavior of consumers, this study investigates whether the match between the promotion mode and product type can improve the conceptual fluency of consumers, so as to increase their purchase intention for green products. The results of three experiments reveal that the interaction between promotion mode and product type has a certain impact on the conceptual fluency of consumers, which can, in turn, promote their purchase intention. This research theoretically contributes to the research on green consumption by introducing promotion mode and revealing the mediation effect of conceptual fluency, it also provides some practical implications for alleviating environmental problems.

Purpose: The purpose of this paper is to investigate the influence of food retailer's Approaching the Expiration Date (AED) labelling on consumers' retailer-related response. Specifically, the main effect of food retailer's AED labelling on consumers' patronage intention, the mediation effect of food retailer's concern for consumers and the boundary condition of this effect are explored. The selected context of research is that food retailers are reluctant to stick an AED label on nearly expired food due to negative effect on selling them.Design/methodology/approach: Two separate pretests and two separate experiments have been conducted to investigate the influence of food retailer's AED labelling on patronage intention. Pretest 1 develops the stimulus material of food retailer's AED labelling. Study 1 investigates the influence of AED labelling on patronage intention and mediation effect of consumers' perception of retailer's concern for consumers. Pretest 2 develops the stimulus material of government regulation on food retailer's AED labelling. Study 2 explores the boundary condition of the positive effect, namely the moderation effect of whether retailer's AED labelling is voluntary or mandatory.Findings: The main findings of this research highlight the positive influence of food retailer's AED labelling on consumers' patronage intention. In addition, the current research reveals the underlying mechanism food retailer's concern for consumers and the boundary condition whether the AED labelling is voluntary or mandatory.Originality/value: Although previous researches has explored the effect of food retailer's AED labelling on consumers' response, most of them focus on consumer purchase intention of the nearly expired food and neglect its effect on consumers' food retailer-related response. It is a need for food retailer to explore the potential positive influence of food retailer's AED labelling on consumers' patronage intention.

Previous studies have documented that brands are vulnerable to negative spillover caused by scandalised brands from the same countries. However, little is known about how individual-level perceived psychic distance (PD) influences the likelihood of spillover occurring. PD refers to individuals' perception of dissimilarities between their home country (or region) and foreign countries (regions). The results from the two experiments indicated that PD improves the likelihood of spillover towards brands from the same region. When PD is high, a brand scandal is more likely to spillover to brands from the same region of origin (ROO) versus those from different ROO. However, when the PD is low, a brand scandal is unlikely to spillover, no matter whether the ROO is the same or not. The results also reveal the moderated mediating role of perceived brand similarity.

Biofortification is a new agricultural intervention to alleviate hidden hunger in China and even the world. Exploring the impact of farmers′ adoption of biofortification on return on investment (ROI), which is calculated from farmers′ production net income and profitability, can provide empirical support for the development of sustainable agriculture. This paper examines the impact of the adoption of biofortification on ROI using cross-sectional data from a survey of farmers in China. An endogenous switching regression model that accounts for selection bias was used in the research. The empirical results revealed that the adoption of biofortification has a positive and statistically significant impact on ROI. A heterogeneity analysis also revealed that comparatively high annual income adopters and female adopters tend to benefit more from the adoption of biofortification than middle- and low-income adopters and male adopters.