The global crisis of food waste presents critical challenges to food security, resource efficiency, and environmental sustainability. This study investigates the effectiveness of negative emotional appeals, particularly guilt appeals, in promoting food rescue and reducing food waste within the Fast-Moving Consumer Goods (FMCG) sector, using cooking oil as a representative product. Against the backdrop of widespread food waste and its environmental and moral consequences, the research explores how guilt appeals influence consumer behavior, perceived value, attitude towards brand, and word-of-mouth (WOM) advocacy. The study further examines the mediating roles of perceived value and attitude towards brand, alongside the moderating effect of perceived similarity on the relationship between guilt appeals and consumer outcomes. Empirical findings demonstrate that guilt appeals significantly enhance perceived value and foster a positive attitude towards brand, which, in turn, drives WOM advocacy. Additionally, the study reveals that higher perceived similarity between consumers and actors in the advertisement strengthens the impact of guilt appeals, aligning with established theories. These insights contribute to the theoretical understanding of emotional appeals in marketing and offer practical guidance for FMCG brands in designing effective sustainability campaigns. The research highlights the potential of strategic guilt-based marketing to engage consumers and inspire advocacy, ultimately advancing efforts to promote food rescue and environmental sustainability.

Aaker, D. A. (1996). Measuring Brand Equity Across Products and Markets. California Management Review, 38(3), 102-120.
Aaker, D. A., & Bruzzone, D. E. (1985). Causes of Irritation in Advertising. Journal of Marketing, 49(2), 47-57.
Adewole, O. (2022). CSR–brand relationship, brand positioning, and investment risks driven towards climate change mitigation and next perspectives emerging from: “Litigation, projections, pathway, and models.” SN Business & Economics, 3(1), 18.
Ajzen, I., & Cote, N. G. (2011). Attitudes and the prediction of behavior. In Attitudes and Attitude Change, 289-311.
Allard, T., & White, K. (2015). Cross-Domain Effects of Guilt on Desire for Self-Improvement Products. Journal of Consumer Research, 42(3), 401-419.
An, J., Do, D. K. X., Ngo, L. V., & Quan, T. H. M. (2019). Turning brand credibility into positive word-of-mouth: integrating the signaling and social identity perspectives. Journal of Brand Management, 26(2), 157-175.
Antonetti, P., & Maklan, S. (2014a). Exploring Postconsumption Guilt and Pride in the Context of Sustainability. Psychology and Marketing, 31(9), 717-735.
Antonetti, P., & Maklan, S. (2014b). Feelings that Make a Difference: How Guilt and Pride Convince Consumers of the Effectiveness of Sustainable Consumption Choices. Journal of Business Ethics, 124(1), 117-134.
Arango, L., Singaraju, S. P., & Niininen, O. (2023). Consumer Responses to AI-Generated Charitable Giving Ads. Journal of Advertising, 52(4), 486-503.
Aschemann-Witzel, J., De Hooge, I., Amani, P., Bech-Larsen, T., & Oostindjer, M. (2015). Consumer-Related Food Waste: Causes and Potential for Action. Sustainability, 7(6), 6457-6477.
Asghar, W., & Khalid, N. (2024). Food waste: The paradox that continues to undermine food and nutrition security worldwide. Nutrition and Health, 30(2), 193-194.
Barreda, A. A., Bilgihan, A., Nusair, K., & Okumus, F. (2015). Generating brand awareness in Online Social Networks. Computers in Human Behavior, 50, 600-609.
Basil, D. Z., Ridgway, N. M., & Basil, M. D. (2008). Guilt and giving: A process model of empathy and efficacy. Psychology and Marketing, 25(1), 1-23.
Batra, R., & Keller, K. L. (2016). Integrating marketing communications: New findings, new lessons, and new ideas. Journal of Marketing, 80(6), 122-145.
Berger, J., & Milkman, K. L. (2012). What makes online content viral? Journal of Marketing Research, 49(2), 192-205.
Bhakat, R. S., & Arif, M. Z. U. (2021). Challenges faced and preparedness of FMCG retail supply chain during COVID-19. In Managing Supply Chain Risk and Disruptions: Post COVID-19, 19-27.
Black, I., Baines, P., Baines, N., O’Shaughnessy, N., & Mortimore, R. (2023). The dynamic interplay of hope vs fear appeals in a referendum context. Journal of Political Marketing, 22(2), 143-171.
Boccia, F., & Tohidi, A. (2024). Analysis of green word-of-mouth advertising behavior of organic food consumers. Appetite, 198, 107324.
Boufounou, P., Moustairas, Ι., Toudas, K., & Malesios, C. (2023). ESGs and Customer Choice: Some Empirical Evidence. Circular Economy and Sustainability, 3(4), 1841-1874.
Brandenburg, M., & Seuring, S. (2011). Impacts of supply chain management on company value: benchmarking companies from the fast moving consumer goods industry. Logistics Research, 3(4), 233-248.
Brennan, L., & Binney, W. (2010). Fear, guilt, and shame appeals in social marketing. Journal of Business Research, 63(2), 140-146.
Brochado, A., Cristóvão Veríssimo, J. M., & de Oliveira, J. C. L. (2022). Memorable tourism experiences, perceived value dimensions and behavioral intentions: a demographic segmentation approach. Tourism Review, 77(6), 1472-1486.
Brown, T. J., Barry, T. E., Dacin, P. A., & Gunst, R. F. (2005). Spreading the word: Investigating antecedents of consumers’ positive word-of-mouth intentions and behaviors in a retailing context. Journal of the Academy of Marketing Science, 33(2), 123-138.
Bülbül, C., & Menon, G. (2010). The power of emotional appeals in advertising: The influence of concrete versus abstract affect on time-dependent decisions. Journal of Advertising Research, 50(2), 169-180.
Burnett, M. S., & Lunsford, D. A. (1994). Conceptualizing Guilt in the Consumer Decision-making Process. Journal of Consumer Marketing, 11(3), 33-43.
Byrne, D., Clore, G. L., & Smeaton, G. (1986). The Attraction Hypothesis. Do Similar Attitudes Affect Anything? Journal of Personality and Social Psychology, 51(6), 1167-1170.
Cao, J., & Lai, I. K. W. (2024). The effect of self-congruity on tourists’ emotions and sharing cultural tourism experiences on social networking platforms: A case study of Lingnan Impression Park. Current Psychology, 43(4), 20677–20690.
Chang, H. H. (2022). Is it unethical to waste food? exploring consumer’s ethical perspectives and waste intentions. Current Psychology, 41(12), 8434-8448.
Chernev, A., & Blair, S. (2015). Doing well by doing good: The benevolent halo of corporate social responsibility. Journal of Consumer Research, 41(6), 1412-1425.
Cheng, X., Gu, Y., Hua, Y., & Luo, X. (2021). The paradox of word-of-mouth in social commerce: Exploring the juxtaposed impacts of source credibility and information quality on SWOM spreading. Information & Management, 58(5), Article 103505.
Cheung, C. M. K., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461-470.
Chevalier, J. A., & Mayzlin, D. (2006). The Effect of Word of Mouth on Sales: Online Book Reviews. Journal of Marketing Research, 43(3), 345-354.
Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic Word-Of-Mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47-75.
Cialdini, R. B., & Goldstein, N. J. (2004). Social influence: Compliance and conformity. Annual Review of Psychology, 55, 591-621.
Conlin, R., & Bauer, S. (2022). Examining the impact of differing guilt advertising appeals among the Generation Z cohort. International Review on Public and Nonprofit Marketing, 19(2), 1-20.
Cotte, J., Coulter, R. A., & Moore, M. (2005). Enhancing or disrupting guilt: The role of ad credibility and perceived manipulative intent. Journal of Business Research, 58(3), 361-368.
Coulter, R. H., & Pinto, M. B. (1995). Guilt appeals in advertising: what are their effects?. Journal of applied Psychology, 80(6), 697.
Culiberg, B., Cho, H., Kos Koklic, M., & Zabkar, V. (2022). The role of moral foundations, anticipated guilt and personal responsibility in predicting anti-consumption for environmental reasons. Journal of Business Ethics, 1-17.
Dahlén, M., Granlund, A., & Grenros, M. (2009). The consumer‐perceived value of non‐traditional media: effects of brand reputation, appropriateness and expense. Journal of Consumer Marketing, 26(3), 155-163.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of marketing research, 28(3), 307-319.
East, R., Hammond, K., & Lomax, W. (2008). Measuring the impact of positive and negative word of mouth on brand purchase probability. International journal of research in marketing, 25(3), 215-224.
Eccles, R. G., Ioannou, I., & Serafeim, G. (2014). The impact of corporate sustainability on organizational processes and performance. Management science, 60(11), 2835-2857.
Festinger, L. (1957). A theory of cognitive dissonance. Row, Peterson, 1-5.
Foroudi, P., Palazzo, M., & Sultana, A. (2021). Linking brand attitude to word-of-mouth and revisit intentions in the restaurant sector. British Food Journal, 123(13), 221-240.
Global Reporting Initiative. (2021). GRI Universal Standards: GRI 101, GRI 102, and GRI 103. Retrieved from https://www.globalreporting.org/standards/ (Accessed December 20, 2024)
Graton, A., & Mailliez, M. (2019). A theory of guilt appeals: A review showing the importance of investigating cognitive processes as mediators between emotion and behavior. Behavioral Sciences, 9(12), 117.
Habib, M. D., Filimonau, V., Coşkun, A., Wang, L. E., & Ermolaev, V. A. (2023). Altruistic and collectivistic values as the antecedents of surplus food donation intention. Socio-Economic Planning Sciences, 90, 101729.
Han, D., Duhachek, A., & Agrawal, N. (2014). Emotions shape decisions through construal level: The case of guilt and shame. Journal of Consumer Research, 41(4), 1047-1064.
Harris, L. C., & Goode, M. M. (2004). The four levels of loyalty and the pivotal role of trust: a study of online service dynamics. Journal of retailing, 80(2), 139-158.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?. Journal of interactive marketing, 18(1), 38-52.
Hibbert, S., Smith, A., Davies, A., & Ireland, F. (2007). Guilt appeals: Persuasion knowledge and charitable giving. Psychology & Marketing, 24(8), 723-742.
Hofstede, G. (2016). Culture’s Consequences: Comparing Values, Behaviors, Institutions, and Organizations Across Nations (2nd ed.). Collegiate Aviation Review, 34(2), 209-273.
Holbrook, M. B., & Batra, R. (1987). Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising. Journal of Consumer Research, 14(3), 404-420.
Holbrook, M. B., & Hirschman, E. C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research, 9(2), 132-140.
Huete-Alcocer, N. (2017). A literature review of word of mouth and electronic word of mouth: Implications for consumer behavior. Frontiers in psychology, 8, 1256.
Huhmann, B. A., & Brotherton, T. P. (1997). A content analysis of guilt appeals in popular magazine advertisements. Journal of Advertising, 26(2), 35-45.
Hume, M., & Sullivan Mort, G. (2010). The consequence of appraisal emotion, service quality, perceived value and customer satisfaction on repurchase intent in the performing arts. Journal of services marketing, 24(2), 170-182.
Hussain, S., Guangju, W., Jafar, R. M. S., Ilyas, Z., Mustafa, G., & Jianzhou, Y. (2018). Consumers' online information adoption behavior: Motives and antecedents of electronic word of mouth communications. Computers in Human Behavior, 80, 22-32.
Janssens, W., & Pelsmacker, P. D. (2005). Emotional or informative? Creative or boring? The effectiveness of different types of radio commercial. International Journal of Advertising, 24(3), 373-394.
Jones, P., Comfort, D., & Hillier, D. (2005). Corporate social responsibility and the UK's top ten retailers. International Journal of retail & Distribution management, 33(12), 882-892.
Jublee, D. I., Kasilingam, D., & Stephen, G. (2023). Investigating the impact of brand vs cause interaction on cause related advertisements. Journal of Retailing and Consumer Services, 75, 103524.
Kasilingam, D., & Ajitha, S. (2022). Storytelling in advertisements: understanding the effect of humor and drama on the attitude toward brands. Journal of Brand Management, 29(4), 341-362.
Kusuma, N. (2023, September 29). Food loss and waste in Southeast Asia. Green Network Asia. https://greennetwork.asia/featured/food-loss-and-waste-in-southeast-asia/ (Accessed January 1, 2025)
Dedeoğlu, A. Ö., & Kazançoğlu, İ. (2012). Consumer guilt: A model of its antecedents and consequences. Ege Academic Review, 12(1), 9-22.
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.
Kelman, H. C. (2006). Interests, relationships, identities: Three central issues for individuals and groups in negotiating their social environment. Annu. Rev. Psychol., 57(1), 1-26.
Kemper, T. D., & Lazarus, R. S. (1992). Emotion and Adaptation. Contemporary Sociology, 21(4), 609-637.
Kidwell, B., Lopez-Kidwell, V., Blocker, C., & Mas, E. M. (2020). Birds of a feather feel together: Emotional ability similarity in consumer interactions. Journal of Consumer Research, 47(2), 215-236.
Kim, J., Min, J. E., & Le, L. H. (2022). Impacts of brand familiarity and brand responses on perceived brand credibility, similarity, and blog recommendation intention: a study of corporate blogs. Journal Of Fashion Marketing And Management: An International Journal, 26(2), 328-343.
Kim, J., Rundle-Thiele, S., & Knox, K. (2019). Systematic literature review of best practice in food waste reduction programs. Journal of Social Marketing, 9(4), 447-466.
Kim, M. J., & Hall, C. M. (2020). Can sustainable restaurant practices enhance customer loyalty? The roles of value theory and environmental concerns. Journal of Hospitality and Tourism Management, 43, 127-138.
Puriwat, W., & Tripopsakul, S. (2023). Sustainability matters: Unravelling the power of ESG in fostering brand love and loyalty across generations and product involvements. Sustainability, 15(15), 11578.
Grinberga-Zalite, G., & Zvirbule, A. (2022). ESG Investing Issues in Food Industry Enterprises: Focusing on On-the-Job Training in Waste Management. Social Sciences, 11(9), 424.
Kim, Y. K., & Sullivan, P. (2019). Emotional branding speaks to consumers’ heart: the case of fashion brands. Fashion and textiles, 6(1), 1-16.
Knak, H., & Jensen, P. L. (2018). FMCG industry: Unlocking value in the next-generation digital world—Operations perspective. Danish FMCG Digitalization Maturity Report 2018. https://www.sophub.com/wp-content/uploads/2018/03/Digital-in-the-Danish-FMCG-industry-2018-Operations-report.pdf (Accessed on December 30, 2024)
Kotler, P., & Keller, K. L. (2012). Marketing Management: Philip Kotler, Kevin Lane Keller, 414-446. Pearson.
Lacy, P., Long, J., Spindler, W., Lacy, P., Long, J., & Spindler, W. (2020). Fast-moving consumer goods (fmcg) industry profile. The Circular Economy Handbook: Realizing the Circular Advantage, 173-184.
Lamonaca, E., Nardone, G., & Pascucci, S. (2022). The value of organic plus: Analysing consumers’ preference for organic wine with sustainable attributes. Social Indicators Research, 163(2), 567–589.
Lee, E. B., Lee, S. G., & Yang, C. G. (2017). The influences of advertisement attitude and brand attitude on purchase intention of smartphone advertising. Industrial Management & Data Systems, 117(6), 1011-1036.
Li, L., Wang, M., & Zhou, X. (2023). Creating value beyond commercial outcomes: The ESG practices of online marketplaces for sustainable development. Electronic Markets, 33(1), 62.
Luo, B., Li, L., & Sun, Y. (2022). Understanding the influence of consumers’ perceived value on energy-saving products purchase intention. Frontiers in Psychology, 12, 640376.
Luo, X. (2009). Quantifying the long-term impact of negative word of mouth on cash flows and stock prices. Marketing Science, 28(1), 148-165.
Ma, O. (2023). Impact of customer-perceived value on consumer behavior in a shared economy using fuzzy logic. Soft Computing, 27(21), 16293-16308.
MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of marketing research, 23(2), 130-143.
Madadi, R., Torres, I. M., Fazli-Salehi, R., & Zúñiga, M. Á. (2021). The effects of advertising ethnic cues on brand love, brand attachment and attitude toward the brand. Spanish Journal of Marketing-ESIC, 25(2), 333-354.
Massaro, D. W., Petty, R. E., & Cacioppo, J. T. (1988). Communication and Persuasion: Central and Peripheral Routes to Attitude Change. The American Journal of Psychology, 101(1), 1031-1043
Menges, R., Schroeder, C., & Traub, S. (2005). Altruism, warm glow and the willingness-to-donate for green electricity: an artefactual field experiment. Environmental and Resource Economics, 31, 431-458.
Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude?. Journal of marketing research, 18(3), 318-332.
Mizuno, M., Aoyama, H., & Fujiwara, Y. (2021). Untangling the complexity of market competition in consumer goods—A complex Hilbert PCA analysis. Plos one, 16(2), e0245531.
Mokrane, S., Buonocore, E., Capone, R., & Franzese, P. P. (2023). Exploring the global scientific literature on food waste and loss. Sustainability, 15(6), 4757.
Montoya, R. M., Horton, R. S., & Kirchner, J. (2008). Is actual similarity necessary for attraction? A meta-analysis of actual and perceived similarity. Journal of Social and Personal Relationships, 25(6), 889-922.
Muchenje, C., Tapera, M. C., Katsvairo, H. T., & Mugoni, E. (2023). Green Marketing Strategies and Consumer Behavior: Insights for Achieving Sustainable Marketing Success. In Sustainable Marketing, Branding, and Reputation Management: Strategies for a Greener Future (465-484). IGI Global.
Mukerjee, K. (2018). The impact of brand experience, service quality and perceived value on word of mouth of retail bank customers: Investigating the mediating effect of loyalty. Journal of Financial Services Marketing, 23(1), 12-24.
Muralidharan, S., La Ferle, C., & Howard, L. (2020). The role played by self-focused emotional ad appeals on intentions to call a domestic violence helpline: exploring guilt, hope, and the independent self-construal in an Indian context. Social Marketing Quarterly, 26(4), 345-360.
Narayanan, A. E., Sridharan, R., & Ram Kumar, P. N. (2019). Analyzing the interactions among barriers of sustainable supply chain management practices: A case study. Journal of Manufacturing Technology Management, 30(6), 937-971.
Nguyen-Phuoc, D. Q., Nguyen, T., Su, D. N., Le, P. T., & Oviedo-Trespalacios, O. (2022). How do social cues from other passengers affect word-of-mouth and intention to continue using bus services? A second-order SEM approach. Transportation Research Part A: Policy and Practice, 158, 302–320.
NielsenIQ. (2021). The impact of FMCG branding on consumer habits: Food sector trends. NielsenIQ Insights. https://nielseniq.com/global/en/news-center/2021/fmcg-growth-reignites-in-asia-with-rising-new-trends/ (Accessed December 25, 2024)
Nijssen, E. J. (1999). Success factors of line extensions of fast‐moving consumer goods. European Journal of Marketing, 33(5/6), 450-474.
Ooms, J., Hoeks, J., & Jansen, C. (2019). “Hey, that could be me”: The role of similarity in narrative persuasion. PloS one, 14(4), e0215359.
Oraman, Y., Azabagaoglu, M. O., & Inan, I. H. (2011). The firms’ survival and competition through global expansion: A case study from food industry in FMCG sector. Procedia-Social and Behavioral Sciences, 24, 188-197.
Ortiz, J., Chih, W.-H., & Teng, H.-C. (2017). Electronic word-of-mouth in the Taiwanese social networking community: Participation factors. Internet Research, 27(5), 1058–1084.
Pandey, V. K., Dar, A. H., Rohilla, S., Mahanta, C. L., Shams, R., Khan, S. A., & Singh, R. (2023). Recent insights on the role of various food processing operations towards the development of sustainable food systems. Circular Economy and Sustainability, 3(3), 1491-1514.
Peng, W., Huang, Q., Mao, B., Lun, D., Malova, E., Simmons, J. V., & Carcioppolo, N. (2023). When guilt works: a comprehensive meta-analysis of guilt appeals. Frontiers in psychology, 14, 1201631.
Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. Advances in Experimental Social Psychology, 19(C), 124-192.
Philipp-Muller, A., Wallace, L. E., Sawicki, V., Patton, K. M., & Wegener, D. T. (2020). Understanding when similarity-induced affective attraction predicts willingness to affiliate: An attitude strength perspective. Frontiers in psychology, 11, 1919.
Plutchik, R. (1980). A general psychoevolutionary theory of emotion. Emotion: Theory, research, and experience, 1.
Rauwers, F., Remmelswaal, P., Fransen, M. L., Dahlén, M., & van Noort, G. (2018). The impact of creative media advertising on consumer responses: two field experiments. International Journal of Advertising, 37(5), 749-768.
Romani, S., Grappi, S., & Bagozzi, R. P. (2013). Explaining consumer reactions to corporate social responsibility: The role of gratitude and altruistic values. Journal of business ethics, 114, 193-206.
Roos, S., Hodges, E. V., & Salmivalli, C. (2014). Do guilt-and shame-proneness differentially predict prosocial, aggressive, and withdrawn behaviors during early adolescence?. Developmental Psychology, 50(3), 941.
Schouten, A. P., Janssen, L., & Verspaget, M. (2021). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. In Leveraged marketing communications (208-231). Routledge.
Shayegan, M. J., & Keshavarzian, M. (2023). Evaluating the impact of emotional advertisement on customers and its relationship with brand value. International Journal of Internet Marketing and Advertising, 19(3-4), 350-368.
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of business research, 22(2), 159-170.
Sheth, J. N., & Parvatiyar, A. (2013). Ecological imperatives and the role of marketing. In Environmental marketing (3-20). Routledge.
Siguaw, J. A., Mai, E., & Sheng, X. (2020). Word-of-mouth, servicescapes and the impact on brand effects. SN Business & Economics, 1(1), 15.
Snir, A., Chen, H. A., & Levy, D. (2022). Zero-ending prices, cognitive convenience, and price rigidity. Journal of Economic Behavior & Organization, 203, 519-542.
Sokolova, T., Krishna, A., & Döring, T. (2023). Paper meets plastic: The perceived environmental friendliness of product packaging. Journal of Consumer Research, 50(3), 468-491.
Stadlthanner, K. A., Andreu, L., Ribeiro, M. A., Font, X., & Mattila, A. S. (2022). The effects of message framing in CSR advertising on consumers’ emotions, attitudes, and behavioral intentions. Journal of Hospitality Marketing & Management, 31(7), 777-796.
Stancu, V., Haugaard, P., & Lähteenmäki, L. (2016). Determinants of consumer food waste behaviour: Two routes to food waste. Appetite, 96, 7-17.
Sutinen, U. M. (2020). Assumptions about consumers in food waste campaigns: A visual analysis. Food waste management: Solving the wicked problem, 225-256.
Sweeney, J. C., Soutar, G. N., & Mazzarol, T. (2008). Factors influencing word of mouth effectiveness: receiver perspectives. European journal of marketing, 42(3/4), 344-364.
Tajfel, H. (1974). Social identity and intergroup behaviour. Social science information, 13(2), 65-93.
Talwar, S., Kaur, P., Kumar, S., Salo, J., & Dhir, A. (2022). The balancing act: how do moral norms and anticipated pride drive food waste/reduction behaviour?. Journal of Retailing and Consumer Services, 66, 102901.
Taylor, S. A., & Baker, T. L. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers' purchase intentions. Journal of retailing, 70(2), 163-178.
Thavorn, J., Trichob, P., Klongthong, W., & Ngamkroeckjoti, C. (2022). Effect of mid-roll video advertising value and perceived intrusiveness on Facebook viewers’ response: the mediating roles of attitude and word-of-mouth intention. Cogent Business & Management, 9(1), 2062091.
United Nations Environment Programme. (2024). Food Waste Index Report 2024. United Nations. https://www.unep.org/resources/publication/food-waste-index-report-2024 (Accesssed December 27, 2024)
Van der Lans, R., Van Bruggen, G., Eliashberg, J., & Wierenga, B. (2010). A viral branching model for predicting the spread of electronic word of mouth. Marketing science, 29(2), 348-365.
Wang, J., Bao, J., Wang, C., & Wu, L. (2017). The impact of different emotional appeals on the purchase intention for green products: The moderating effects of green involvement and Confucian cultures. Sustainable cities and society, 34, 32-42.
World Health Organization. (2024, July 24). Hunger numbers stubbornly high for three consecutive years as global crises deepen: UN report. https://www.who.int/news/item/24-07-2024-hunger-numbers-stubbornly-high-for-three-consecutive-years-as-global-crises-deepen--un-report (Accessed November 15, 2024)
Yan, Z., Arpan, L. M., & Clayton, R. B. (2024). Assessing the Role of Self-Efficacy in Reducing Psychological Reactance to Guilt Appeals Promoting Sustainable Behaviors. Sustainability, 16(17), 7777.
Yildirim, P., & Aydin, A. E. (2020, December). Improving Effectiveness of Food Waste Prevention Messages: An Abstract. In Academy of Marketing Science Annual Conference (593-594). Cham: Springer International Publishing.
Yoon, K., & Tran, T. V. (2011). Revisiting the relationship between consumer loyalty and price sensitivity: the moderating role of deal-proneness. Journal of Marketing Theory and Practice, 19(3), 293-306.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1988). Communication and control processes in the delivery of service quality. Journal of marketing, 52(2), 35-48.
Zheng, M. (2020). When and why negative emotional appeals work in advertising: A review of research. Open Journal of social sciences, 8(03), 7.