Religiosity and Near-Expiration Food Purchases: Moral and Risk Pathways with Price Discount Effects.
Grade Level at Time of Presentation
Junior
Major
Finance
Institution 25-26
Morehead State University
KY House District #
99
KY Senate District #
27
Faculty Advisor/ Mentor
Ahmad Hassan, PhD
Department
Elmer R. Smith College of Business and Technology
Abstract
The purchase of near-expiration food provides consumers with an opportunity to reduce food waste. However, consumers’ willingness to purchase near-expiration food varies. Previous research has attributed this variation to economic incentives and perceived risk. In contrast, this study emphasizes religiosity as a fundamental factor shaping moral and risk-related consumption tendencies. The integrated model used in this research links religiosity, waste aversion, consumer risk propensity, perceived risk, and willingness to buy near-expiration food products.
The model hypothesizes that an individual’s level of religiosity is positively associated with waste aversion. This relationship is based on religious norms that emphasize stewardship and frugality. In turn, waste aversion is hypothesized to be positively related to a consumer’s willingness to buy near-expiration food products. Waste aversion thus serves as an intermediate variable intended to explain the positive relationship between religiosity and willingness to buy near-expiration food products.
The model also incorporates a risk-based pathway. Religious individuals are commonly believed to be more cautious in their decision-making processes. Accordingly, the model hypothesizes that religiosity is negatively related to consumer risk propensity. Additionally, consumer risk propensity is hypothesized to be negatively related to perceived risk regarding the safety and quality of near-expiration food items. Perceived risk is then expected to be negatively related to willingness to buy near-expiration food products. The model further accounts for price discounts as an additional variable, which are expected to weaken the negative relationship between perceived risk and willingness to buy.
The study employs a survey-based methodology to test the proposed model. The findings are expected to enhance understanding of how religiosity influences waste-reducing consumer behaviors. These insights may be valuable for retailers and policymakers seeking to design strategies that reduce food waste.
Religiosity and Near-Expiration Food Purchases: Moral and Risk Pathways with Price Discount Effects.
The purchase of near-expiration food provides consumers with an opportunity to reduce food waste. However, consumers’ willingness to purchase near-expiration food varies. Previous research has attributed this variation to economic incentives and perceived risk. In contrast, this study emphasizes religiosity as a fundamental factor shaping moral and risk-related consumption tendencies. The integrated model used in this research links religiosity, waste aversion, consumer risk propensity, perceived risk, and willingness to buy near-expiration food products.
The model hypothesizes that an individual’s level of religiosity is positively associated with waste aversion. This relationship is based on religious norms that emphasize stewardship and frugality. In turn, waste aversion is hypothesized to be positively related to a consumer’s willingness to buy near-expiration food products. Waste aversion thus serves as an intermediate variable intended to explain the positive relationship between religiosity and willingness to buy near-expiration food products.
The model also incorporates a risk-based pathway. Religious individuals are commonly believed to be more cautious in their decision-making processes. Accordingly, the model hypothesizes that religiosity is negatively related to consumer risk propensity. Additionally, consumer risk propensity is hypothesized to be negatively related to perceived risk regarding the safety and quality of near-expiration food items. Perceived risk is then expected to be negatively related to willingness to buy near-expiration food products. The model further accounts for price discounts as an additional variable, which are expected to weaken the negative relationship between perceived risk and willingness to buy.
The study employs a survey-based methodology to test the proposed model. The findings are expected to enhance understanding of how religiosity influences waste-reducing consumer behaviors. These insights may be valuable for retailers and policymakers seeking to design strategies that reduce food waste.