How duration of storage affects food waste behavior

Journal of Consumer Psychology · 2024 · Volume 34 · Issue 4

Abstract

We investigate how duration of storage affects food waste behavior. We propose and demonstrate a negative impact of duration of storage: even when two packaged food products are otherwise identical (i.e., same manufacturing/expiration dates, not expired, and unopened), the product that has been stored for a longer duration under current ownership is more likely to be wasted and is likely to be wasted in greater quantities. This occurs because duration of storage lowers consumers' perceptions of food freshness, even when normative justification is not possible. The duration of storage has an independent effect over and above those due to manufacturing and expiration dates, and the effect persists in both single and joint evaluations. We draw from research in several areas, including ownership, mental accounting, food science, and waste management to develop our theory. We report findings from six pre-registered studies, provide process evidence, and identify interventions to lower food waste.

Keywords

duration of storage, food waste, mental accounting period, ownership, perceived freshness

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