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.

The strategy of food customization has increasingly aroused widespread interest among marketing managers and scholars, but most of them focus on the direct effect of customization on purchase intention. According to the research on self-image-consistent product perceptions, customization may also have an indirect amplification effect. Current research finds food customization will prompt individuals to incorporate their expertise in their perceptions of focal product attributes (taste perception). The findings of two studies demonstrate that food customization and consumer expertise have an interaction effect on consumers’ purchase intention. Specifically, consumers with higher (lower) expertise prefer customized food (standard food). Consumers’ taste perception mediates the interaction effect between food customization and consumer expertise on purchase intention. Finally, these findings provide guidance for marketing managers to adopt customized strategies.

To help consumers understand the healthfulness of food and make healthy food choices, manufacturers are increasingly providing front-of-package nutrition labels. However, not all types of front-of-package nutrition labels can promote consumers’ healthy food purchase behavior. We explored the impact of front-of-package nutrition label type on the consumer purchase behavior of healthy food through three experiments. The results show that evaluative (vs. objective) front-of-package nutrition labels can improve consumer purchase intention and willingness to pay for healthy food. The spokesperson type moderates the influence of front-of-package nutrition labels on consumers’ healthy food purchase behavior. Specifically, when the spokesperson type is a typical consumer, consumers are more willing to buy healthy foods with evaluative nutrition labels than those with objective nutrition labels. When the spokesperson type is a star, consumers are more willing to buy healthy food with objective nutrition labels (vs. evaluative nutrition labels). Finally, this study provides feasible suggestions for marketers to select appropriate front-of-package nutrition labels.

Industrialized processing has increased the complexity of the food supply chain. Concerns about food-related risks have increased consumer interest in food traceability. Traceability systems are regarded as effective tools for mitigating information asymmetry and enhancing food quality and safety. However, the design of traditional food traceability systems overlooks the risk of information overload. Based on information overload theory, this study designs an artificial intelligence (AI) traceability assistant as an innovative tool to optimize traditional food traceability systems and examines its positive effects. This study focuses on prepared foods as the research objects, selecting three types of prepared foods (Kung Pao chicken, fish-flavored shredded pork, and pickled fish) and three food traceability tasks (preservatives, sweeteners, and drug residues) as experimental stimuli. Through three online scenario experiments, 747 valid responses were collected. This study explores the impact of AI traceability assistant design on positive consumer engagement behaviors and its underlying mechanism. The results reveal that the AI traceability assistant significantly promotes positive consumer engagement behaviors. This positive effect is mediated by perceived system ease of use. Furthermore, perceived product risk positively moderates the impact of the AI traceability assistant on perceived system ease of use. Perceived product risk strengthens the mediating effect of perceived system ease of use. This study contributes a novel theoretical perspective for research on food traceability systems and reveals the underlying mechanism through which the AI traceability assistant exerts its positive effect. In practice, it provides actionable guidance for food producers implementing digital traceability solutions.

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.