In an effort to combat food waste, many firms have introduced rescue-based foods (RBF) which are made from ingredients that are safe to eat but would otherwise be wasted, often due to aesthetic deviations or oversupply. Although the benefits to RBF are varied, some firms adopt strategies that highlight waste reduction properties, such as reduced landfill use or lowered impacts on the environment. The current research posits that when firms adopt strategies that highlight physical waste associations with RBF, those associations can generate negative mental imagery with consumers, which can trigger disgust and mitigate positive consumer attitudes toward RBF. We demonstrate that when such associations are not present, demand is consistent with demand for conventional food products. We find support for the role of mental imagery in this demand mitigation process, with some promotional appeals stimulating thoughts of physical waste. Counterintuitively, the current research reveals that when marketers adopt the common practice of using environmental benefit appeals that can trigger waste physical associations, such as the color green, consumer demand for rescue-based food diminishes. Conversely, focusing on the societal benefits or limiting the number of cues available to create physical waste associations generates consumer demand for these foods to a level equivalent to that for conventional food.

为了应对食物浪费，许多公司推出了救援食品 (RBF)，这些食品由可安全食用但通常由于审美偏差或供过于求而被浪费的成分制成。尽管 RBF 的好处各不相同，但一些公司采用了强调减少废物特性的策略，例如减少垃圾填埋场的使用或降低对环境的影响。目前的研究假设，当公司采用强调物理浪费与 RBF 关联的策略时，这些关联会产生与消费者的负面心理意象，这会引发厌恶并减轻消费者对 RBF 的积极态度。我们证明，当这种关联不存在时，需求与对传统食品的需求是一致的。我们发现心理意象在这个需求缓解过程中的作用得到了支持，一些宣传呼吁激发了身体浪费的想法。与直觉相反，当前的研究表明，当营销人员采用可以引发废物物理关联的环境效益诉求的常见做法时，例如绿色，消费者对救援食品的需求就会减少。相反，关注社会效益或限制可用于产生物理废物关联的线索数量会使消费者对这些食品的需求达到与传统食品相当的水平。目前的研究表明，当营销人员采用可以引发废物物理联想的环境效益呼吁的常见做法时，例如绿色，消费者对救援食品的需求就会减少。相反，关注社会效益或限制可用于产生物理废物关联的线索数量会使消费者对这些食品的需求达到与传统食品相当的水平。当前的研究表明，当营销人员采用可以引发废物物理联想的环境效益呼吁的常见做法时，例如绿色，消费者对救援食品的需求就会减少。相反，关注社会效益或限制可用于产生物理废物关联的线索数量会使消费者对这些食品的需求达到与传统食品相当的水平。