Expiration Date Perception and Food Disposal Decision

We propose that consumers use the perceived healthiness of a food as a cue to infer its expiration date when it is absent. Hence, a mere framing of a food item as healthy increases the perception that it expires quickly and this perception influences consumers’ decision to discard the food.


Christine Kim and Young Eun Huh (2019) ,"Expiration Date Perception and Food Disposal Decision", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 158-163.


Christine Kim, Hong Kong University of Science and Technology, China
Young Eun Huh, Korea Advanced Institute of Science and Technology, South Korea


NA - Advances in Consumer Research Volume 47 | 2019

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