临期商品为何卖不动？原来是“抠门”标签在作怪

Core Insights - The article discusses the significant issue of food waste, highlighting that over 30% of food is wasted globally, with a substantial portion being discarded due to nearing expiration dates [1][2] - It explores consumer perceptions of near-expired products, revealing that price promotions, while commonly used, may negatively impact consumer perceptions and lead to a stigma associated with purchasing such items [2][8] Group 1: Consumer Behavior and Perception - A study indicates that consumers often associate purchasing near-expired products with being "stingy," as evidenced by a higher "stinginess score" for those buying such items compared to regular products [3][4] - The social pressure of being perceived as "cheap" significantly affects consumer choices, with a notable decrease in the willingness to purchase near-expired products when the choice is public [4][8] Group 2: Marketing Strategies - Marketing strategies that emphasize sustainability and smart consumer choices can improve consumer attitudes towards near-expired products, as shown by higher click-through rates for ads framing these purchases positively [5][9] - The article suggests that retailers should avoid terms like "cheap" and instead focus on narratives around sustainability and responsible consumption to reshape consumer perceptions [9][10] Group 3: Recommendations for Retailers - Retailers are encouraged to create private shopping environments for near-expired products to alleviate social pressure, such as using self-checkout options or dedicated stores for these items [10][12] - Implementing strategies that highlight the environmental benefits of purchasing near-expired products can enhance their appeal and align with corporate social responsibility initiatives [13][14] Group 4: Pricing Strategies - The article advises against overt discounting strategies that may reinforce negative stereotypes, suggesting alternative approaches like limited-time offers or bundling near-expired products with regular items [15][16] - A shift in consumer perception from "stingy" to "smart" can be achieved through thoughtful marketing and pricing strategies, emphasizing the rationality behind purchasing near-expired goods [16][17]