Reducing Food waste through the secondary shelf life indication: exploring consumer motives and behaviors

Frame of the research. Food waste is an increasing issue worldwide and households are responsible for the majority of it. Notwithstanding scientific advancements in the understanding of the drivers of consumer food waste, much it is still to be explored. Purpose of the paper. The paper explores the motives and behaviors of consumers in wasting food. In addition, the study focuses on the role of the secondary shelf life (SSL) - indicated on labels as ‘best used within x days of opening’ - and its awareness and use by consumers. Methodology. The paper employs a qualitative approach based on in-depth interviews and the analysis of diaries hold by a sample of households involved in the study and related to a selected number of product categories. Results. The analysis of the in-depth interviews and diaries indicates that consumers utilize sensory evaluation methods to assess product quality beyond the expiration date. Research limitations. This paper describes the first explorative results of a wider project on the topic. The number of in-depth interviews should be increased. The diaries analysis should be more thorough. Managerial implications. Producers and policy makers should be aware that the SSL is partly ignored by households: accordingly, the SSL rules should be revised in order to extend its length to the aim of reducing waste. Originality of the paper. Despite the increasing number of studies on the roots of consumer food waste, the role of the SSL is not adequately investigated.