European consumers' involvement with date labels and implications for household food waste

Food waste (FW) in the European Union remains a significant challenge, with over 58 million tons generated annually. Consumer behavior, particularly in relation to food-date labels, is a key factor influencing FW. This study focuses on patterns of involvement with date labels, examining how understanding, attention, and behavioral responses to date labels vary across consumer segments. By clustering consumers based on these dimensions, the research aims to identify distinct involvement patterns toward date labels and the impact on FW decisions.

The study involved 1507 consumers (54.6 % female, mean age = 44.9 years) from six EU countries (Belgium, France, Germany, Italy, Spain, Sweden). Participants completed an online questionnaire assessing their understanding, attention, and behavioral responses to date labels, alongside their reported domestic FW behaviors, sociodemographics, and FW management skills.

Results indicate that 75.2 % of European consumers understand the difference between ‘use by’ and ‘best before’ dates, and over 80 % correctly identify the meanings of these terms. Increased understanding correlates with reduced household FW, but this factor alone is insufficient to significantly lower waste levels. Additionally, enhanced use of date labels plays a crucial role in minimizing FW.

The study identifies distinct consumer segments toward date labels: “Higher involvement” segment (23.9 % of subjects), who rely on date labels for food management, “Lower involvement” segment (33.4 %), who base their decisions on other elements such as sensory cues, and “Medium involvement” segment (42.6 %), which shows intermediate characteristics. This segmentation provides valuable insights for designing targeted interventions aimed at improving date label usage and reducing household FW.