The interactive effect of numerical precision and message framing in increasing consumer awareness of food waste issues

Mary Khalil, Felix Septianto, Bodo Lang and Gavin Northey

Journal of Retailing and Consumer Services, 2021, vol. 60, issue C

Abstract: Food waste has become a pressing problem in the world, leading to a range of economic, social, and environmental issues. As a result, there are increasing calls to develop effective messages that can increase consumer awareness of food waste and its negative impacts. Drawing upon a recent research on the influences of numerical precision on consumer decision making, the present research tests the ‘match-up’ effects between numerical precision and message framing on consumer awareness of food waste issues. Two experimental studies (Ntotal = 799) show that more (vs. less) precise numerical information can increase consumer awareness of food waste issues when combined with a loss message framing, whereas less (vs. more) precise numerical information is more effective when combined with a gain message framing. This research also examines the role of time availability as a boundary condition, such that when perceptions of time availability is heightened or reduced, the predicted effects are attenuated. Theoretical and managerial implications are discussed.

Keywords: Message framing; Information precision; Food waste (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (12)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:60:y:2021:i:c:s0969698921000369

DOI: 10.1016/j.jretconser.2021.102470

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