In 2013, 212 Chinese participants were recruited, using an online consumer panel. The average age of the participants was 37.3 years, 44.3% were women (55.7% men), 83.2% were married,
12.8% lived alone, and they were relatively well educated, with 67.4% having a university or college degree. The majority lived in big cities (71.2%). We collected data about participants’ general choices of grocery stores and determined that the majority mainly shopped at well-known stores (25.3%), shopping malls (18.2%), and large stores (50.1%); only 4.7% shopped for groceries at roadside famer markets and 1.7% at outdoor markets. We used a one-factor, three-level, between-subject design in which one third of the participants expressed purchase intentions for normally shaped food, one third for moderately abnormal food, and one third for extremely abnormal shaped food. To reduce potential demand effects, we refrained from mentioning the topic of food waste or food shape abnormalities when instructing participants in this study. In particular, we indicated that the study focused on evaluations of different fruits and vegetables. Depending on their condition, participants expressed their purchase intentions for normal, moderate abnormal, or extreme abnormal food items. These food items were presented as pictures to the participants, one by one; for each picture, participants indicated their
buying intentions and completed a manipulation check. After the manipulation checks, we collected the environmental concern and social trust measures, as well as demographic information. Finally, participants were thanked for their participation.