Cultural Differences in Consumers’ Purchase Intentions Towards Surplus Food in the Retail Sector: A Multi-Group Analysis in China and Spain
(A2025-123951)

AUTHORS

Muni Ni-Ying, University Ramon Llull; Belén Derqui, IQS Universitat Ramon Llull; Jorge Matute Vallejo, IQS School of Management, URL

ABSTRACT

Surplus food retailing represents a potential solution to food waste and insecurity issues. This study explores cultural differences in consumer acceptance of surplus food products in the retail sector by examining how various drivers and barriers influence attitudes and purchase intentions in China and Spain. Drawing upon the Theory of Planned Behavior and Risk Theory, the proposed model was tested using data from 695 Chinese and 573 Spanish consumers. The results show consumers' perceived behavioral control positively influences surplus food purchases in China, but not in Spain, reflecting different market dynamics. Personal norms have a stronger impact on Chinese consumer attitudes. Spanish consumers perceived higher physical and financial risks, possibly due to differences in regulatory and economic environments, which negatively influenced their overall attitudes. The findings indicate cultural differences that explain the acceptance and rejection of surplus food and provide implications for international food chains and retailers.