Why Do Consumers Hesitate to Purchase Near-Expiration Food? A Benefit–Risk Perspective on the Green Purchase Paradox

Near-expired food has received increasing attention in recent years as an important way to reduce food waste and promote sustainable consumption. However, although consumers recognize its economic value and environmental significance, they still have concerns about its quality and potential risks. Drawing on social cognitive theory and social exchange theory, this study adopts a benefit-risk trade-off perspective to examine how personal and environmental factors influence purchase intention toward near-expired food through perceived benefits and perceived risks. Based on 547 valid questionnaires collected from Chinese consumers, this study employs PLS-SEM, multi-group analysis (MGA), and fuzzy-set qualitative comparative analysis (fsQCA) for empirical testing. The results show that personal norm and price discount significantly increase perceived benefits, whereas social image concern and product uncertainty significantly increase perceived risks. Perceived benefits have a significant positive effect on purchase intention, whereas perceived risks have a significant negative effect. The MGA results further show that purchase experience and income level lead to significant differences in consumers' decision paths. The fsQCA results indicate that both high and non-high purchase intention can be formed through multiple distinct but equivalent paths. High purchase intention mainly follows two patterns, benefit-driven and cognitive trade-off. Non-high purchase intention is mainly characterized by benefit deficiency and risk interference. The findings provide implications for the marketing and risk management of near-expired food.