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Waste not: selling near-expired bread in Indonesia

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International Review on Public and Nonprofit Marketing Aims and scope Submit manuscript

Abstract

The high volume of global food waste in recent years has brought about economic and environmental catastrophes. At the retail level, food waste occurs as a consequence of maintaining high aesthetic standards, such as tossing out imperfect foods or foods that are nearing “best before” or expiry date. This study aims to investigate factors affecting consumer intention to buy near-expired bread in Indonesia, the world’s largest importer of wheat grain and a growing market for the bread industry. Previous studies have demonstrated that price consciousness and sale proneness are predictors of purchase intention of perishable foods. This research extends previous studies by incorporating perceived product quality in the purchase intention of near-expired bread. This study gathered 258 Indonesian consumers of near-expired bread. By using SEM-PLS approach, this study demonstrates that price consciousness, sale proneness, and product quality have positive and significant effects on purchase intention of near-expired bread. The results of this research provide guidelines for bakery shops owners and marketers on how to sell near-expired bread thereby reducing food waste and recouping financial losses due to production excess.

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Acknowledgements

The authors would like to thank the anonymous reviewers for their helpful and constructive comments that contributed to improving the article.

Funding

The authors received no financial support for the research, authorship, and/or publication of this article.

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Authors and Affiliations

  1. School of Business, President University, Bekasi, 17750, Indonesia

    Chairy Chairy & Jhanghiz Syahrivar

  2. Master of Management Program, Tarumanagara University, Jakarta, 11440, Indonesia

    Chandra Raharja

  3. Department of Marketing, Corvinus University of Budapest, Budapest, 1093, Hungary

    Jhanghiz Syahrivar

  4. Faculty of Economics and Business, Universitas Indonesia, Depok, 16424, Indonesia

    Mahjus Ekananda

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  1. Chairy Chairy
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Appendix

Appendix

Price consciousness scale (adapted from Lichtenstein et al., 1993; α 0.898)

  1. 1.

    I am willing to give an extra effort to find lower prices.

  2. 2.

    I will shop at more than one bakery shop to take advantage of low prices.

  3. 3.

    The money saved by finding low prices is usually worth the time and effort.

  4. 4.

    I would shop at more than one bakery shop to find low prices.

  5. 5.

    The time it takes to find low prices is usually worth the effort.

Product quality scale (adapted from Walsh et al., 2012; Vo and Nguyen, 2015; α 0.943)

  1. 1.

    The near-expired bread tastes good.

  2. 2.

    The near-expired bread has a good color.

  3. 3.

    The near-expired bread is well made.

  4. 4.

    The near-expired bread is acceptable in quality

Sale proneness scale (adapted from Lichtenstein et al., 1993; α 0.902)

  1. 1.

    If the bread is on sale, that can be a reason for me to buy it.

  2. 2.

    When I buy the bread that is on sale, I feel that I am getting a good deal.

  3. 3.

    I have a favorite bread, but most of the time I buy the bread that is on sale.

  4. 4.

    One should try to buy the bread that is on sale.

  5. 5.

    I am more likely to buy the bread that is on sale.

  6. 6.

    Compared to most people, I am more likely to buy the bread that is on sale.

Purchase intention scale (adapted from Grewal et al., 1998; α 0.932)

  1. 1.

    I would purchase the near-expired bread.

  2. 2.

    I would consider buying the near-expired bread at this price.

  3. 3.

    The probability that I would consider buying the near-expired bread is high.

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Chairy, C., Raharja, C., Syahrivar, J. et al. Waste not: selling near-expired bread in Indonesia. Int Rev Public Nonprofit Mark 17, 391–407 (2020). https://doi.org/10.1007/s12208-020-00253-4

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