Analysis of the Effect of Food Labeling Conventions on Consumer Behavior

• Katarina Rodriguez Thomas, Economics, University of Delaware

• Kathryn Bender, Economics, University of Delaware

In every grocery store, consumers are presented with products that have a variety of expiration date labeling conventions. Most often, consumers do not understand precisely what these conventions signify and take it under their own personal preferences to decide.

In our research, an experiment was conducted with a variety of participants to view what decisions they would make when faced with the question of purchasing a product regarding the date, labeling convention, and the product’s characteristics. Through a series of trials, participants were given a variety of scenarios relating to the decision they would make when presented with a food item that had a certain date and labeling convention affixed to it. Through our analysis of the observations recorded during these trials, we aimed to determine the effect that food labeling conventions have on consumer purchase decisions. This analysis was conducted using a linear probability model to assess the impacts of the testable criteria on consumer’s purchasing decisions. Through this analysis, food labeling conventions were found to have a large impact on consumer perceptions of products, and ultimately their choice of whether or not to purchase the product. 

By understanding this impact, legislation could be put into place to reduce the amount of ambiguity in food labeling conventions, create a safer method for food consumption, and ultimately reduce the massive amount of food waste generated by Americans. While we are continuing to analyze this data, we have reached the preliminary conclusion that food labeling conventions do have an impact on consumer behavior.