I didn’t see that coming: Waste and psychological distance in online grocery shopping

This study draws on construal level theory to explore the concepts of supply chain transparency, waste and psychological distance in online grocery shopping. The study proposes that consumers in a more abstract mindset place less weight on peripheral details, such as how a product will be packaged for delivery, than those in a more concrete mindset. It further proposes that consumers can be stimulated into placing greater weight on perceptions of wastefulness in product choices, with an intervention of globally framed waste messaging, raising awareness regarding the impact of potential food and packaging waste.