The Impact of Visual Perspectives in Advertisements on Consumers’ Reactions to Close-to-Expiry Food

Lu Monroe Meng (), Eileen Yiran Zhang (), Shen Duan () and Ce Liang ()
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Lu Monroe Meng: Southwest Jiaotong University
Eileen Yiran Zhang: Stanford University
Shen Duan: Zhongnan University of Economics and Law
Ce Liang: City University of Hong Kong

Journal of Business Ethics, 2025, vol. 199, issue 2, No 10, 437-451

Abstract: Abstract Food waste presents an escalating environmental and social challenge to the establishment of a sustainable marketing system and the long-term development of our society. Given the substantial volume of food wasted due to the rejection of close-to-expiry food, this study explores how visual perspectives influence consumers’ reactions to close-to-expiry food. Specifically, we find that a third-person (vs. first-person) perspective in advertisements enhances consumers’ positive reactions to close-to-expiry food. This effect is driven by the heightened level of other-focus elicited by the third-person perspective and is mitigated when consumers’ level of self-construal misfits with visual perspectives in terms of the direction of other-focus elicited or when the food item is far from expiry. These findings contribute to research on close-to-expiry food marketing, visual perspectives, other-focus, and consumer ethics. Furthermore, the current research provides critical implications for various stakeholders and society as a whole.

Keywords: Visual perspectives; Close-to-expiry food; Other-focus; Food waste (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s10551-025-05992-0

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