Misinterpreting Expiration Date Label and Food Waste: A Bundled Utility Maximization Framework

We propose a new bundled choice model to analyze premature food discarding and food waste arising from the misinterpretation of expiration date labels. Unlike conventional discard behavior models, our model allows consumers to discard either a single product or a bundle of products within one decision occasion. Using online survey data from Chinese consumers, we find substantial misinterpretation of the current food date labeling system. Such misinterpretation induces premature discarding behavior and consequently generates food waste. Modifying the wording of food date labels can substantially mitigate this problem. Among the alternative labels examined, replacing the current “Quality assured” label with “Not use if after” produces the strongest reduction in premature discarding and food waste. The “Best if used by” and “Use by” labels also improve outcomes to varying degrees. To evaluate food waste under bundled choice model, results indicate that consumers exhibit preferences for bundled discard behavior. Consequently, the conventional single choice model specification underestimates both the level of food waste induced by label misinterpretation and the effectiveness of alternative date labels in mitigating food waste.