The moderating effect of pro-environmental self-identity in the relationship between abnormally-shaped foods and purchase intention

Abstract

The assumption that consumers reject food that deviates physically from the norm contributes to global food waste because food retailers generally do not offer abnormally shaped food. This study empirically examines how food shape abnormality affects purchase intentions and how pro-environmental self-identity might moderate the food shape abnormality-purchase intention relationship for consumers in Taiwan. A representative sample of 400 Taiwanese consumers indicated their purchase intentions for two fruits and two vegetables with varying levels of food shape abnormality (normal, moderately abnormal, and extremely abnormal). The results demonstrate that food shape influences purchase intentions; consumers are more likely to purchase normally shaped fruits and vegetables than moderately or extremely abnormally shaped food. Pro-environmental self-identity also drive purchase intentions, such that participants with high levels of pro-environmental self-identity express higher purchase intentions toward abnormally shaped food. Results show that pro-environmental self-identity has a higher and positive impact on purchase intention for extremely abnormal food compared to moderately abnormal and normal food. Government entities and food industry actors should take these findings into account to develop effective communication strategies.