In a world where food insecurity and food waste paradoxically coexist, the rejection of aesthetically imperfect yet edible produce significantly contributes to food waste. This study examines the application of compelling storytelling to alter consumer perceptions and behaviors toward unattractive produce, a perspective largely overlooked in sustainability research. We address this gap by exploring how storytelling can mitigate cognitive biases against such produce, thereby enhancing consumer acceptance through improved perceived taste. In Study 1, we examine the effect of unattractive produce on produce valuation and the mediation of perceived taste. In Study 2, we investigate the moderating role of storytelling in enhancing consumers' perceived taste of unattractive food. Through two experimental studies, we confirm that combining storytelling with marketing tactics, such as coupons, significantly increases consumers' consumption of unattractive produce. We recommend retailers utilize storytelling in marketing unattractive produce to optimize marketing effectiveness and promote sustainable food consumption. Our findings advance storytelling, visual marketing, and unattractive produce literature and offer practical insights for reducing food waste, contributing to sustainability efforts and social welfare. By employing a storytelling strategy, we support social good by encouraging the consumption of “ugly” produce.

With the ever‐increasing digitalization of society, a growing number of people are inspired to start up their own digital ventures. Within this context, a specific aspect of content entrepreneurship stands out—social media influencers. These influencers attract brands due to their attentional capital and persuasive power. Currently, the development of such influence is not instantaneous but a progressive journey, with influencers exhibiting varying degrees of influence at different stages. For brands aiming to foster effective collaborations, understanding these stages is crucial. However, existing literature lacks a comprehensive theoretical structure that encompasses the full spectrum of the influencer's journey. As such, drawing from the entrepreneurship literature, this paper proposes a model that delineates how social media users develop and enhance their brand as influencer‐entrepreneurs and how their roles transform across the various stages of entrepreneurial progression and facilitate strategic marketing engagement. The proposed model comprises five stages: influence potential, influence formulation, influence competence, influence monetization, and influence reward. In light of the collaborative dynamics between influencers and brands, the model further provides strategic guidance for brand managers and marketers on engaging with influencers at various stages of their journey.

This study investigates the effectiveness of threat versus efficacy appeals in green CSR communication using protection motivation theory. Findings from an experimental design reveal that efficacy appeals positively influence pro-environmental attitudes, while threat appeals backfire through perceived sustainability hypocrisy. Results highlight psychological hindrances to threat-based messaging, offering insights for sustainable communication strategies in business contexts.

Given the rising importance of sustainability in the marketplace, companies and consumers alike have recognised their responsibility. The study looks at green communication in the hospitality industry. Drawing on protection motivation theory and cognitive dissonance theory, the present study addresses how threat and efficacy influence message receivers’ pro-environmental attitude and intention. Cognitive dissonance and self-justification are found to significantly influence the formation of people’s pro-environmental intention. In addition, the results showed that the level of efficacy significantly increased people’s pro-environmental attitude and intention, whereas the effectiveness of threat was surprisingly not significant. Based on our empirical findings, we provide explanations and propose future research directions.