What a Waste: Effects of Food Consumption Choices and Traffic Light Labelling on Disposal
The large amount of food wasted by consumers suggests a mismatch between consumers’ planned consumption decisions and their actual consumption behavior. We show that food waste occurs when consumers impulsively prefer unhealthy vice foods over healthy virtue foods initially chosen, and that traffic lights aggravate rather than mitigate food waste.
Citation:
Marit Drijfhout, Jenny van Doorn, and Koert van Ittersum (2018) ,"What a Waste: Effects of Food Consumption Choices and Traffic Light Labelling on Disposal", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 941-941.
Authors
Marit Drijfhout, University of Groningen, The Netherlands
Jenny van Doorn, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
M6. Approaching Negative Experience
Liang Shen, Shanghai Jiao Tong University
Fengyan Cai, Shanghai Jiao Tong University
Ying Yu, Huazhong Agricultural University
Featured
Family Consumption Experiences Across Generations
Tandy Chalmers Thomas, Queens University, Canada
Linda L Price, University of Oregon, USA
Featured
F13. A Story of Waste: Trust, Symbolic Adoption & Sustainable Disposal
Marwa Gad Mohsen, Babson College, USA