The Role of Dynamic Shelf Life Labels in Consumers’ Buying Decisions.

Sammanfattning

This study investigates how expiration dates and dynamic shelf life labels influence consumer preferences and willingness to pay (WTP) for fresh chicken products. Using a discrete choice experiment (DCE), the research evaluates the impact of shelf life duration, price, and the presence of a real-time freshness indicator on consumer decision-making. A sample of fresh chicken consumers in Lund, Sweden, participated in an online survey comprising hypothetical purchasing scenarios. Results from a conditional logit model revealed that while price and expiration dates significantly affected consumer choice, the freshness label had a limited overall effect. However, further segmentation identified a consumer group that exhibited a positive and significant preference for the label, suggesting heterogeneity in consumer responses. WTP analysis showed a non-linear decline in perceived value as products neared their expiration date, with the largest drop on the last day of shelf life. Additionally, consumer behaviour data indicated that most shoppers regularly check expiration dates and generally use other cues (such as sensory attributes) to establish freshness and edibility. These findings highlight the potential of dynamic shelf life labels to mitigate value loss and support informed purchasing decisions for perishable foods in retail settings.