Consumer Behavior toward Near-Expired Convenience Store Meals: An Empirical Investigation Based on Value-Attitude-Behavior Model

Chun-Hua Hsiao; Chien-Hung Lin; Yu-En Lai; Cheng-Ping Chen; Kai-Yu Tang

doi:10.46604/peti.2026.15959

Authors

Chun-Hua Hsiao School of Business, Kainan University, Taoyuan, Taiwan, ROC https://orcid.org/0000-0001-6454-5964
Chien-Hung Lin Department of International Business, Kainan University, Taoyuan, Taiwan, ROC
Yu-En Lai School of Business, Kainan University, Taoyuan, Taiwan, ROC
Cheng-Ping Chen Department of Marketing and Logistics Management, Vanung University, Taoyuan, Taiwan, ROC
Kai-Yu Tang Graduate Institute of Library & Information Science; Innovation and Development Center of Sustainable Agriculture, National Chung Hsing University, Taichung, Taiwan, ROC https://orcid.org/0000-0002-3965-3055

DOI:

https://doi.org/10.46604/peti.2026.15959

Keywords:

value-attitude-behavior model, surplus food, convenience store, mobile apps, food waste

Abstract

Convenience stores in Taiwan discard over 500 metric tons of food each month, with 80% of it being near-expired. Despite this significant waste, consumer-perspective research addressing the issue remains limited. This study aims to investigate consumer behavior toward near-expired convenience store meals using the value-attitude-behavior (VAB) model. It examines how consumer values (altruism, app convenience, and monetary savings) influence emotional and rational attitudes, which in turn affect intentions to purchase meals, download related applications, and reduce food waste. Based on 222 valid online survey responses, the results indicate that altruistic and monetary values enhance both emotional and rational attitudes, whereas app convenience value primarily strengthens rational attitudes. Emotional attitudes significantly influence intentions to purchase meals, download the app, and reduce food waste, while rational attitudes primarily encourage app downloads and willingness to reduce food waste. Implications for advancing sustainable food waste education are also provided.

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