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



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