How retro packaging design influences consumers' intentions to reduce food waste

Purpose This study, based on the stimulus–organism–response theory and the Elaboration Likelihood Model, examines how retro packaging design influences food waste reduction intentions, testing parallel mediation (groundedness and perceived efforts) and moderated mediation (perceived subjective social status). Design/methodology/approach This study conducted two online experiments via the Credamo platform. Between January and February 2026, a total of 456 participants (196 for experiment 1 and 260 for experiment 2) residing across various provinces in China were recruited. Findings Experiment 1 (N = 196) confirmed that retro packaging significantly influences consumers' intentions to reduce food waste, with groundedness and perceived efforts acting as parallel mediators. Experiment 2 (N = 260) replicated these results and revealed that perceived subjective social status moderated both mediating pathways. Practical implications This study provides actionable guidance for food enterprises, anti-food waste practices and social governance, offering low-cost waste reduction solutions and differentiated strategies for food firms via retro packaging design. Originality/value This study expands green consumption literature by introducing emotional anchoring and class-heterogeneity perspectives to consumption-stage food waste reduction mechanisms.