Proceedings of the 4th International Conference on Education, Knowledge and Information Management, ICEKIM 2023, May 26–28, 2023, Nanjing, China

Research Article

The Effect of Anthropomorphic Communication of Ugly Produce on Consumer Attitudes

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  • @INPROCEEDINGS{10.4108/eai.26-5-2023.2337250,
        author={Zhentian  Ma},
        title={The Effect of Anthropomorphic Communication of Ugly Produce on Consumer Attitudes},
        proceedings={Proceedings of the 4th International Conference on Education, Knowledge and Information Management, ICEKIM 2023, May 26--28, 2023, Nanjing, China},
        publisher={EAI},
        proceedings_a={ICEKIM},
        year={2023},
        month={9},
        keywords={food waste ugly produce anthropomorphic communication processing fluency},
        doi={10.4108/eai.26-5-2023.2337250}
    }
    
  • Zhentian Ma
    Year: 2023
    The Effect of Anthropomorphic Communication of Ugly Produce on Consumer Attitudes
    ICEKIM
    EAI
    DOI: 10.4108/eai.26-5-2023.2337250
Zhentian Ma1,*
  • 1: Zhejiang Gongshang University
*Contact email: 2940688534@qq.com

Abstract

Nowadays, the global food waste problem is getting more and more serious, and one of the important reasons is that consumers reject ugly produce. With the concern for sustainability, scholars have begun to explore interventions that promote the market-ing of ugly produce. The purpose of this paper is to investigate the effect of anthro-pomorphic communication of ugly produce on consumer attitudes and to explore the psychological mechanisms of processing fluency. This paper recruited 240 partici-pants and used SPSS for data analysis.According to the conclusion of SPSS analysis, the experimental study finds that when anthropomorphic communication is used in the promotion of ugly produce, consumer processing fluency is increased, which can improve consumer attitudes, and subjective norms can play a moderating role in this main effect. This paper can also help governments and retailers to design and imple-ment promotional advertisements and campaigns to reduce food waste and promote food sustainability.