Consumer willingness to pay for shelf life of high-temperature, short-time-pasteurized fluid milk: Implications for smart labeling and food waste reduction
ABSTRACT: Food waste in the United States was valued at $285 billion in 2019, representing 70% of all food surplus; dairy and eggs alone represented 15.90% of food surplus. Milk is the fifth most consumed beverage in the United States, and therefore its contribution to food waste has significant eco...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2023-09-01
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| Series: | Journal of Dairy Science |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S002203022300379X |
| _version_ | 1797741472281264128 |
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| author | P. Endara M. Wiedmann A. Adalja |
| author_facet | P. Endara M. Wiedmann A. Adalja |
| author_sort | P. Endara |
| collection | DOAJ |
| description | ABSTRACT: Food waste in the United States was valued at $285 billion in 2019, representing 70% of all food surplus; dairy and eggs alone represented 15.90% of food surplus. Milk is the fifth most consumed beverage in the United States, and therefore its contribution to food waste has significant economic and environmental ramifications. Smart labels that provide precise spoilage information for fluid milk may help reduce food waste in fluid milk, but it is unclear if consumers will accept or pay for this novel technology. This paper examines consumer preferences for high temperature, short time pasteurized fluid milk shelf life and smart date labels and tests how information about the environmental impact of fluid milk food waste affects consumers' acceptance and willingness to pay. We used a choice-based conjoint study administered in an online survey, along with a between-subject experiment to measure preferences under different information treatments about the environmental impact of food waste. Our results suggest that consumers' valuations of extended shelf life and an ecolabel is positive; however, using the smart label creates disutility for consumers, thereby hindering acceptance of new labeling technology that may facilitate food waste reduction in the milk industry. These findings imply that retailers should find alternative means to enhance the communication of precise shelf life information and its role in reducing food waste. |
| first_indexed | 2024-03-12T14:27:37Z |
| format | Article |
| id | doaj.art-b42a8dbc4491457a9905311e5725d1f0 |
| institution | Directory Open Access Journal |
| issn | 0022-0302 |
| language | English |
| last_indexed | 2024-03-12T14:27:37Z |
| publishDate | 2023-09-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Journal of Dairy Science |
| spelling | doaj.art-b42a8dbc4491457a9905311e5725d1f02023-08-18T04:30:22ZengElsevierJournal of Dairy Science0022-03022023-09-01106959405957Consumer willingness to pay for shelf life of high-temperature, short-time-pasteurized fluid milk: Implications for smart labeling and food waste reductionP. Endara0M. Wiedmann1A. Adalja2Nolan School of Hotel Administration, SC Johnson College of Business, Cornell University, Ithaca, NY 14853; Colegio de Hospitalidad, Arte Culinario, y Turismo, Universidad San Francisco de Quito USFQ, Quito, Ecuador, 170901Milk Quality Improvement Program, Department of Food Science, Cornell University, Ithaca, NY 14853Nolan School of Hotel Administration, SC Johnson College of Business, Cornell University, Ithaca, NY 14853; Corresponding authorABSTRACT: Food waste in the United States was valued at $285 billion in 2019, representing 70% of all food surplus; dairy and eggs alone represented 15.90% of food surplus. Milk is the fifth most consumed beverage in the United States, and therefore its contribution to food waste has significant economic and environmental ramifications. Smart labels that provide precise spoilage information for fluid milk may help reduce food waste in fluid milk, but it is unclear if consumers will accept or pay for this novel technology. This paper examines consumer preferences for high temperature, short time pasteurized fluid milk shelf life and smart date labels and tests how information about the environmental impact of fluid milk food waste affects consumers' acceptance and willingness to pay. We used a choice-based conjoint study administered in an online survey, along with a between-subject experiment to measure preferences under different information treatments about the environmental impact of food waste. Our results suggest that consumers' valuations of extended shelf life and an ecolabel is positive; however, using the smart label creates disutility for consumers, thereby hindering acceptance of new labeling technology that may facilitate food waste reduction in the milk industry. These findings imply that retailers should find alternative means to enhance the communication of precise shelf life information and its role in reducing food waste.http://www.sciencedirect.com/science/article/pii/S002203022300379Xchoice experimentwillingness to payshelf lifeecolabelfood waste |
| spellingShingle | P. Endara M. Wiedmann A. Adalja Consumer willingness to pay for shelf life of high-temperature, short-time-pasteurized fluid milk: Implications for smart labeling and food waste reduction Journal of Dairy Science choice experiment willingness to pay shelf life ecolabel food waste |
| title | Consumer willingness to pay for shelf life of high-temperature, short-time-pasteurized fluid milk: Implications for smart labeling and food waste reduction |
| title_full | Consumer willingness to pay for shelf life of high-temperature, short-time-pasteurized fluid milk: Implications for smart labeling and food waste reduction |
| title_fullStr | Consumer willingness to pay for shelf life of high-temperature, short-time-pasteurized fluid milk: Implications for smart labeling and food waste reduction |
| title_full_unstemmed | Consumer willingness to pay for shelf life of high-temperature, short-time-pasteurized fluid milk: Implications for smart labeling and food waste reduction |
| title_short | Consumer willingness to pay for shelf life of high-temperature, short-time-pasteurized fluid milk: Implications for smart labeling and food waste reduction |
| title_sort | consumer willingness to pay for shelf life of high temperature short time pasteurized fluid milk implications for smart labeling and food waste reduction |
| topic | choice experiment willingness to pay shelf life ecolabel food waste |
| url | http://www.sciencedirect.com/science/article/pii/S002203022300379X |
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