Belén Derqui

Food waste poses escalating environmental costs and economic losses, with near‐expiration‐date bias limiting the effectiveness of discount‐based waste‐reduction initiatives. This study examines how expiration‐date cues, interacting with consumer identity, shape responses to discounted meat products through emotional and neural mechanisms in China and Spain. Combining online (3 × 2) and lab (2 × 2) experimental design, electroencephalography and survey data were collected from two neuromarketing laboratories and online panels. We demonstrate that near‐expiration‐date cue triggers culturally distinct processing patterns (“transparency‐as‐trust” in Spain versus “safety‐as‐risk” in China), which in turn influence purchase intentions. Meat identity moderates these mechanisms differently, revealing divergent psychological pathways behind consumer decisions. By identifying culture‐specific neurocognitive responses, this research contributes a novel cultural‐cognitive perspective to sustainable consumption behavior. These findings provide actionable implications for retailers and policymakers seeking to align near‐expiration product strategies with the United Nations Sustainable Development Goals 12.3.2.

This study examines how celebrity endorsements drive sustainable consumption by shaping purchase intentions for green moisturizers in China, integrating the Theory of Planned Behavior (TPB) and Source Credibility Theory (SCT). Surveying 700 consumers and applying partial least squares structural equation modeling (PLS‐SEM), we find celebrity endorsements enhance intentions directly and indirectly, bridging the intention‐behavior gap in sustainable consumption. Education shows no moderating effect, reflecting homogenized environmental awareness through digital platforms and policy campaigns, aligning with Sustainable Development Goal 12 (Responsible Consumption and Production). This paper contributes to the academic debate by introducing a novel framework that simultaneously captures direct and mediated effects of celebrity endorsements, reframes them as cultural intermediaries in collectivist markets, and demonstrates that social norms and digital engagement can outweigh individual education in driving eco‐conscious behavior. Reframing celebrity endorsements as cultural intermediaries in collectivist contexts, we challenge Western‐centric models, highlighting how digital interactivity and social norms, not individual education, accelerate eco‐conscious behavior. Practical insights urge marketers to leverage celebrity sustainability advocacy and digital tools, while policymakers should align campaigns with Sustainable Development Goal frameworks. The study advances pathways for emerging economies to mainstream sustainability through culturally embedded digital and policy ecosystems.

Consumer preferences for convenience and durability have historically driven demand for plastic‐packaged products. However, increasing environmental awareness has spotlighted pro‐environmental behaviors like purchasing fresh produce without plastic packaging. Using the Theory of Consumption Values, this study explores the role of functional and emotional values in shaping pro‐environmental intentions. A survey of 375 consumers reveals that functional and emotional values significantly influence purchase intent, while greenwashing, subjective norms, and self‐indulgence impact emotional value. Importantly, a positive relationship is observed between purchase intentions and actual behavior. These findings highlight actionable strategies to align consumer behavior with environmental goals. We conclude that to encourage the purchase of plastic‐free fresh products, food business operators and regulators should emphasize the approval of consumer reference groups, as subjective norms have a relevant impact on consumers' emotional values, driving sustainable purchase intentions.

Purpose: This study integrates the theory of planned behaviour and attitude-behaviour-context theory to identify determinants (price consciousness, sales proneness and food waste awareness) and barriers (perceived risks) of consumer purchase intentions toward surplus food in two different sectors in China. Specifically, it focuses on the retail sector and on the hotels, restaurants and cafés (here on HoReCa) sector. This distinction is relevant because, while HoReCa consumers prioritize trust and immediacy of consumption, retail shoppers emphasize economic incentives and autonomy. Design/methodology/approach: An online survey was administered to a panel of consumers in China who were above 18 years old and responsible for household food purchasing. Respondents (N = 695) were predominantly female, educated to the graduate level, aged 31–49, and in full-time employment. Partial least squares structural equation modeling was chosen for its ability to analyse complex models and support exploratory research in emerging fields like surplus food commercialization. Findings: Attitudes and personal norms positively influence surplus food purchase intentions in the retail and HoReCa sectors. Emphasizing economic and environmental benefits and ensuring quality and safety and foster positive attitudes. Social, psychological and financial risks do not significantly impact consumers’ attitudes towards surplus food. Perceived behavioural control enhances purchase intentions in retail but not in HoReCa, likely due to differences in food availability and consumer autonomy. Practical implications: To drive acceptance, businesses and policymakers should improve surplus food accessibility in HoReCa, enhance transparency about quality and safety and leverage economic incentives with environmental benefit. There is potential for broader adoption, making these measures crucial for reducing food waste and advancing sustainability development goals. Originality/value: This study addresses a gap in understanding motivations and barriers towards surplus food commercialization in China, a context characterized by rapid economic growth, evolving consumer preferences and increasing urgency to address food waste in the retail and HoReCa sectors. Besides, China’s unique cultural norms (e.g. tension between frugality in retail and social status in HoReCa) have been overlooked in prior studies, creating a critical gap in sector-specific strategies.

Digital technology can aid in redistributing surplus meals in hospitality organisations, but little is known about the (de)motives for its use among industry professionals. Yet, a better understanding of these (de)motives can facilitate a more tailored design of technological solutions for sustainability purposes. This study examines managerial perceptions of Too Good To Go, a world's leading app for surplus food redistribution, according to the number of downloads and reviews in both Google Play and iPhone App Store. By applying qualitative methods, through in‐depth, semi‐structured interviews among foodservice providers in Barcelona, Spain ( n = 42), the study showcases economic motives as a prime driver of this technology's adoption while environmental motives play a secondary role. Low awareness of food waste generation, a lack of technological expertise, and limited resources represent the main demotives. To facilitate surplus food redistribution, technological solutions should be simplified and enhanced with other functions, such as delivery. The economic benefits of technology use should be emphasised, while making a conscious effort to enhance food waste awareness among industry professionals.

Purpose: This paper aims to shed light on features of successful innovation and on the role played by downstream open innovation (OI) dynamics in the Fast Moving Consumer Goods (FMCG) industry. It also explores the reasons for the decline in the number of disruptive innovations in this industry in the European Union (EU).Design/methodology/approach: The authors interpret the data in a Kantar consumer panel dataset on disruptive innovations in Spain through an exploratory research including in-depth interviews with 19 managers in the industry.Findings: Results show that downstream open innovation in this industry is mostly limited to the executional stage in the process and highlight the crucial role played by the point of purchase in the success of innovations. The authors build up a virtuous circle of innovation based on features such as the use of OI processes, company focus and marketing support, transparency and collaboration with retailers, as well as the product's uniqueness and its potential to become viral.Research limitations/implications: The paper focuses on Spain and, thus, results cannot be generalised. Further research in other countries would be interesting.Practical implications: The study describes the features of disruptive innovators and develops an extensive list of success factors.Social implications: The development of disruptive innovation is a source of competitive advantages and one of the most relevant activities of managers today. Nevertheless, the number of disruptive innovations is in decline, and only a few succeed, negatively affecting consumer welfare.Originality/value: Through this study, the authors provide insights on the features of successful innovators in FMCGs and describe the factors affecting the decreasing trend in the number of breakthrough innovations. Further, this paper fulfils an identified need to study OI in low-tech industries.