Determinants of consumer purchase intention toward sub-optimal food: A cue utilisation perspective
(A2026-134339)

AUTHORS

Yan Danni Liang, Bournemouth University; Jihye Kim, Inha university (South Korea, Incheon); yilin cai, univeristy southampton

ABSTRACT

This study investigates how intrinsic product cues and extrinsic retail cues shape consumers’ purchase intention toward sub-optimal food. Drawing on cue utilisation theory, we model the effects of comprehensive quality and consumption context on price sensitivity and purchase intention, with food literacy tested as a moderator. Using survey data and structural equation modelling, results show that both intrinsic and extrinsic cues positively influence purchase intention, partly through increased price sensitivity. Consumption context exerts a stronger effect on price sensitivity than product cues, while food literacy shows no moderating influence. The findings offer theoretical insights into sub-optimal food acceptance and practical implications for retailers and policymakers working to reduce food waste.