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Consumer Perception of Food Expiration Labels: “Sell By” Versus “Expires On”

Onur Sapci () and Ayse Sapci ()

Eastern Economic Journal, 2020, vol. 46, issue 4, No 6, 673-689

Abstract: Abstract We design and conduct an experimental auction to investigate the effects of expiration labeling on consumers’ willingness to pay for food items. The experimental auction examines whether there is a valuation difference between “sell by” and “expires on” food labeling. We find that “sell by” date is perceived as an expiry date and consumers are willing to pay a premium for more clear information. In particular, “expires on” information about food expiry date has a 27% willingness to pay premium over “sell by” type labeling, showing that consumers prefer to avoid uncertainty in expiration information.

Keywords: Food labeling; Expiration dates; Experimental auction; Uncertainty (search for similar items in EconPapers)
JEL-codes: C91 D12 Q18 (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1057/s41302-020-00175-3

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Eastern Economic Journal is currently edited by Allan Zebedee and Cynthia Bansak

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