Consumer perceptions and behaviors around date labeling, packaging, and dairy food waste: A qualitative photo-elicitation study

• This study used photo-elicitation interviews among consumers • Participants described challenges with date labeling in everyday practice • ‘Look, Smell, Taste’ labels were evaluated positively by participants • Participants discussed trade-offs related to packaging size • Participants experienced tensions between packaging waste and food-waste reduction Dairy products are a major source of consumer food waste and a significant contributor to greenhouse gas emissions, making them a critical target for waste reduction efforts. Food packaging, as the primary point of contact between consumers and products, serves as a crucial communication tool that shapes perceptions and behaviors. This study investigates how consumers interpret and use packaging in their purchasing, consumption, and disposal decisions for dairy products. We conducted in-depth interviews with 33 Belgian adults, using a photo-elicitation method. Over the course of one week, participants photographed dairy products they encountered in-store and at home, and these images were later used as prompts during the interviews to facilitate discussion. A thematic analysis of the interviews reveals a complex relationship between packaging and food waste in the mind of consumers, centered on two key cues: date labeling and package size. Participants expressed frustration with the current ‘best before’ and ‘use by’ labels, believing they contribute to food waste. However, they responded positively to ‘Look, Smell, Taste’ labels, which validated their reliance on sensory evaluation and were seen as a positive influence on others’ behavior. Package size introduced notable trade-offs, with consumers balancing the desire to reduce waste against the perceived cost savings of larger packages. These findings provide actionable insights for policymakers and industry stakeholders seeking to design packaging communication that supports food waste reduction and aligns with ongoing EU date labeling reforms.