The Role of Labels and Perceived Health Risk in Avoidable Food Wasting

Magdalena Ankiel and Urszula Samotyja
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Magdalena Ankiel: Department of Product Marketing, Institute of Marketing, Poznań University of Economics and Business, al. Niepodległości 10, 61-875 Poznań, Poland
Urszula Samotyja: Department of Food Quality and Safety, Institute of Quality Science, Poznań University of Economics and Business, al. Niepodległości 10, 61-875 Poznań, Poland

Sustainability, 2020, vol. 12, issue 20, 1-19

Abstract: An understanding of the consumer perception of health risks related to food expiration is a prerequisite for future food labeling system improvement in order to reduce environmental burdens. The aim of the study was identification, analysis, and assessment of consumer behavior in the context of food waste in households. The study was conducted using the direct interview method (face to face interviews) among a group of 1145 Polish consumers of food. The results show that consumers do not understand the differences between the concept of “use by” and “best before” labeling. Although rice, tea, and coffee were correctly perceived as safe during storage, there is a dissonance between consumer attitudes and behavior. The highest health risk was perceived as being due to consumption of expired “use by” dated milk (out of UHT milk, rice milk dessert, “best before” ready-to-eat meals and “use by” ready-to-heat meals, canned fruits, and fresh-cut salad). However, 51% of respondents still considered consuming it. Irrational consumer behavior poses a health threat as well as contributing to avoidable food waste. Social awareness campaigns are necessary to inform consumers about the monetary value of wasted food as well as about the environmental, social, and ethical impact of their behavior.

Keywords: health risk; food labeling; date labeling; consumer behavior; consumer attitudes; consumer perception; rationality; food expiration; food waste; sustainability (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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