The influence of reference group on consumers’ purchase intention of near-expired 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.