From Waste to Worth: A Multi-Study Investigation of Chinese Consumers’ Purchase Intentions Toward Near-Expired Bread

= 746) employs a 2 × 3 between-subjects factorial experiment to test two types of retail interventions for near-expired bread: discount messages (50% vs. 10% off) and information framing (gain-framed vs. loss-framed). Extending Study 1, this experiment introduces two additional dependent variables-product attitudes and perceived environmental external benefits-to capture a broader range of consumer responses. ANCOVA results reveal that consumers with higher environmental concern exhibit stronger purchase intentions, more favorable product attitudes, and greater perceived environmental external benefits. Price discount messages significantly influence purchase intentions and product attitudes, whereas information framing affects purchase intentions and environmental external benefits. Notably, the two interventions interact to shape consumers' perceptions of environmental external benefits. Together, these studies advance a comprehensive understanding of near-expired bread purchases and offer empirical guidance for designing effective retail communication strategies to promote green consumption and reduce food waste.