Taste over waste: How seller type affects consumer purchase intention toward imperfect produce

Abstract

Although imperfect produce may not differ from regular produce in the dimensions of taste or nutrition, most of consumers unwilling to purchase them, thus, reducing the waste of imperfect produce is crucial for both environmental preservation and food conservation. Through four online experiments in China (covering in total 888 respondents), we provided evidence that consumers are more willing to purchase imperfect produce sold by producers compared to those sold by professional sellers. Pilot study (N = 300) shows that individuals held the lay belief that producers (e.g., farmers) provide natural and healthy produce, while professional sellers (e.g., sales clerks) focus on presale selection. Furthermore, Study 1 (N = 200) found that the sale of imperfect produce by producers elicits a greater purchase intention than that by professional sellers in the context of live streaming shopping. Study 2 (N = 200) then replicated the finding of Study 1 and found that this effect is mediated by the dual mechanism of perceived health and perceived effort in the offline retailing context. Additionally, Study 3 (N = 188) reveals that adding a claim of imperfection causes augments the sales performance of professional sellers in the online shopping context. This finding suggests that adding a claim of imperfection causes can enhance the efficacy of professional sellers in marketing imperfect produce.