Analysing the effect of text-only and text-and-image discount labels on the information processing of a customer and the impact on the purchase intention.
The most viable strategy to reduce food waste in grocery stores is by providing a reduced price through a discount label. However, customers tend to not invest a large amount of cognitive effort in processing information when confronted with a food-related decision. Additionally, there is a discrepancy in the current literature if text-only labels or text-and-image labels are easier to cognitively process. Thus, this research study will provide a better understanding of how customers cognitively process discount labels and their effect on the purchase intention to maximise the impact of preventing food waste in grocery stores.