The role of risk aversion and brand-related factors in predicting consumers' willingness to buy expiration date-based priced perishable food products.

The objective of this study is to examine the relationship between risk-aversion, perceived quality, brand affect, brand trust, brand equity and willingness to buy expiration date-based priced perishable food products. Empirical data was collected from consumers with self-administrated questionnaires in Istanbul, Turkey. Hypotheses were developed based on the conceptual framework and were tested with structural equations modeling. Results indicate that risk aversion is positively related to perceived quality, brand affect, brand trust and brand equity. A positive relationship was also found between brand related-factors. Findings also demonstrated that risk aversion and brand-related factors have a positive effect on willingness to buy expiration date-based priced perishable food products.