The cost of confusion: How label knowledge and risk attitude shape household food waste

This research explores how consumer knowledge of date labels influences food waste behavior and associated financial loss, emphasizing the role of individual differences in risk taking and environmental values. Based on a survey of 954 participants from a Canadian population, the study finds that while most consumers understand the distinction between best-before and use-by labels, most consumers still rely heavily on date labels, often discarding edible food due to perceived safety concerns. Importantly, the relationship between label knowledge and waste behavior is shaped by food-related risk taking: This study supported that individuals with higher risk-taking tolerance successfully act on their knowledge of date labels to reduce waste, supporting the hypothesis that risk-taking moderates this effect. Meanwhile, environmental values directly predict lower food waste but do not significantly moderate the effect of knowledge, suggesting that pro-environmental consumers may already follow sustainable food management practices independent of label understanding. The model also confirms that household food waste predicts household financial loss, with an estimated average cost of CAD 246 per year attributable to misinterpreting date labels. These findings underscore the complexity of consumer behavior and the need for targeted interventions. Educational campaigns should be tailored to different risk profiles, and label redesigns should incorporate sensory cues to build confidence in food safety assessments.