Exploring the effectiveness of marketing intervention strategies for suboptimal food: A meta-analysis

Subjects: Psychology >> Management Psychology submitted time 2024-06-20

LIU Hongyan ZHOU Yonghan CHEN Yanxia

Abstract： Large quantities of suboptimal food, which contain defects but are perfectly safe for consumption, are wasted. Commercializing suboptimal food has become an important strategy in reducing food waste. However, experimental outcomes regarding the effectiveness of marketing intervention strategies for suboptimal food have exhibited inconsistency. This study adopted a meta-analysis approach to review empirical research on marketing intervention strategies for suboptimal food. It examined the effectiveness of cognitive-oriented and affective-oriented marketing intervention strategies in influencing consumer evaluations and purchase intentions towards suboptimal food. Additionally, the study aimed to identify variables that may impact the effectiveness of these strategies. In total, 32 relevant primary studies were included, comprising 94 effect sizes from 57 independent samples. The study showed that both cognitive-oriented and affective-oriented marketing intervention strategies could effectively improve consumers’ positive evaluations and willingness to purchase suboptimal food with a moderate level of efficacy. Moreover, affective-oriented strategies demonstrated a better intervention effect compared to cognitive-oriented ones. Factors such as suboptimal food characteristics, marketing features, and customer characteristics were found to moderate the effectiveness of these interventions. This study provided valuable insights for food-related enterprises and food policy makers regarding the effectiveness of marketing interventions for suboptimal food.

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