How and when perceived nearness to the expiry date influences purchase intentions for near-expiry food products

Purpose This study examines how and when perceived nearness to the expiry date influences consumers’ purchase intentions for near-expiry food products, drawing on perceived risk theory. Specifically, perceived health risk is examined as a mediator and perishability as a moderator. Design/methodology/approach Two experimental studies were conducted to test the proposed effects. The first study (N = 111) examined the direct effect of perceived nearness to the expiry date on purchase intentions. The second study (N = 210) examined the mediating and moderating effects. Findings The results show that perceived nearness to the expiry date significantly reduces purchase intentions. Furthermore, perceived health risk mediates the relationship between perceived nearness to the expiry date and purchase intentions. Surprisingly, although perishability moderates the relationship between perceived nearness to the expiry date and perceived health risk, the effect is opposite to what was hypothesised. Particularly, the positive effect of perceived nearness to the expiry date on perceived health risk is stronger for non-perishable than for perishable food products. Originality/value This study contributes to the literature by unravelling the underlying mechanism through which perceived nearness to the expiry date influences purchase intentions for near-expiry food products.