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

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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)

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.

Suggested Citation

  • Magdalena Ankiel & Urszula Samotyja, 2020. "The Role of Labels and Perceived Health Risk in Avoidable Food Wasting," Sustainability, MDPI, vol. 12(20), pages 1-19, October.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:20:p:8725-:d:432545
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    References listed on IDEAS

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    1. Buzby, Jean C. & Farah-Wells, Hodan & Hyman, Jeffrey, 2014. "The Estimated Amount, Value, and Calories of Postharvest Food Losses at the Retail and Consumer Levels in the United States," Economic Information Bulletin 164262, United States Department of Agriculture, Economic Research Service.
    2. Beata Bilska & Marzena Tomaszewska & Danuta Kołożyn-Krajewska, 2019. "Analysis of the Behaviors of Polish Consumers in Relation to Food Waste," Sustainability, MDPI, vol. 12(1), pages 1-16, December.
    3. Monika Trząskowska & Anna Łepecka & Katarzyna Neffe-Skocińska & Katarzyna Marciniak-Lukasiak & Dorota Zielińska & Aleksandra Szydłowska & Beata Bilska & Marzena Tomaszewska & Danuta Kołożyn-Krajewska, 2020. "Changes in Selected Food Quality Components after Exceeding the Date of Minimum Durability—Contribution to Food Waste Reduction," Sustainability, MDPI, vol. 12(8), pages 1-22, April.
    4. Hall-Phillips, Adrienne & Shah, Purvi, 2017. "Unclarity confusion and expiration date labels in the United States: A consumer perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 118-126.
    5. Jessica Aschemann-Witzel & Ilona De Hooge & Pegah Amani & Tino Bech-Larsen & Marije Oostindjer, 2015. "Consumer-Related Food Waste: Causes and Potential for Action," Sustainability, MDPI, vol. 7(6), pages 1-21, May.
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    Cited by:

    1. Robert Nicewicz & Beata Bilska, 2022. "The Impact of the Nutritional Knowledge of Polish Students Living Outside the Family Home on Consumer Behavior and Food Waste," IJERPH, MDPI, vol. 19(20), pages 1-17, October.
    2. Ovidija Eičaitė & Gitana Alenčikienė & Ingrida Pauliukaitytė & Alvija Šalaševičienė, 2021. "Eat or Throw Away? Factors Differentiating High Food Wasters from Low Food Wasters," Sustainability, MDPI, vol. 13(19), pages 1-16, September.
    3. Ankiel Magdalena & Samotyja Urszula, 2021. "Consumer Opinions on the Causes of Food Waste — Demographic and Economic Conditions," Marketing of Scientific and Research Organizations, Sciendo, vol. 42(4), pages 75-96, December.

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