Do consumer cognition and dependence on food date labels contribute to reducing food waste? Evidence from urban China

Global food waste remains a major challenge to the sustainability of agri-food systems. Although substantial research has quantified food waste, identified its drivers, and evaluated its environmental consequences, few studies have explored the role of consumer cognition and dependence on food date labeling (FDL), particularly in the context of transition economies. Based on 2,282 online survey samples from China, this study applies a three-stage modeling approach to investigate how FDL cognition influences food waste behavior and to uncover the underlying mechanisms through the lens of FDL dependence. Our findings indicate that 26.42% of consumers are confused about the meaning of FDL, and this confusion is associated with an annual per capita food waste of approximately 190 CNY, resulting from the premature disposal of food. This relationship also demonstrates significant heterogeneity across regions, education levels, and age groups. Further analysis reveals that 82.68% of consumers exhibit strong dependence on FDL, which acts as a suppressor variable that intensifies the relationship between cognition and food waste. These findings provide new mechanistic insights into food waste generation from the FDL perspective and contribute to the broader discourse on sustainable consumption. They also carry practical implications for consumers, food producers, and policymakers, supporting progress toward United Nations Sustainable Development Goal 12.3 “halving global food waste by 2030.” • Consumers’ confusion about food date labeling (FDL) leads to more food waste. • Confusion and corresponding food waste exhibit heterogeneous patterns. • Consumers exhibit high dependence on FDL. • FDL dependence suppresses the relationship between cognition and food waste.