Healthy foods are wasted more often: Study explores why perceptions drive disposal decisions

Despite growing efforts to combat food waste, healthy foods are unfairly discarded at higher rates due to consumer misperceptions. A new study in the Journal of Marketing reveals that consumers are more likely to throw away healthy foods nearing their expiration dates compared to less healthy options, driven by the false belief that healthy foods spoil faster.

The study, “To Dispose or Eat? The Impact of Perceived Healthiness on Consumption Decisions for About-to-Expire Foods” and authored by Christine Kim (Hong Kong Polytechnic University), Young Eun Huh (Yonsei University), and Brent McFerran (Simon Fraser University), examines how perceived healthiness impacts consumption decisions for about-to-expire foods. The findings highlight significant implications for reducing food waste and improving marketing strategies for healthy products.

“We find that healthy foods are often judged as more perishable, even when they aren’t,” said Kim. “This misconception influences everything from purchase decisions to consumption habits, leading to greater waste of healthy items.”

Key Insights

• Consumers Demand Larger Discounts for Healthy Foods Nearing Expiry
  Healthy items close to their expiration dates are often perceived as riskier to consume, causing consumers to demand steeper price reductions compared to unhealthy alternatives.
• Healthy Foods Are Wasted More Frequently
  The belief that healthy foods spoil faster means consumers are more likely to discard these items before their expiration dates, leading to higher levels of waste.
• Bias in Leftover Decisions
  When presented with leftover foods, consumers are less inclined to eat healthy options and are quicker to dispose of them compared to less healthy choices, believing the former to be less safe.

“These perceptions not only lead to waste but also undermine the efforts of marketers and policymakers working to promote healthy eating,” said Huh.

Implications for Marketers and Policymakers

The study offers practical solutions for marketers and policymakers aiming to combat these misconceptions and reduce food waste:

• Clearer Labeling: Retailers can introduce packaging that emphasizes the durability and stability of healthy foods, correcting the belief that they spoil faster.
• Consumer Education Campaigns: Policymakers and industry leaders can develop initiatives that educate consumers about the true perishability of healthy foods, particularly those that appear fresher but have similar shelf lives to less healthy items.
• Dynamic Pricing Models: Retailers might adopt targeted discount strategies that account for perceived risks while maintaining profitability.

McFerran notes, “Small changes in messaging and packaging could have a big impact. Highlighting the longevity of healthy items is a way to counteract these biases and encourage more sustainable behaviors.”

Lessons for Industry Leaders

The research underscores the broader consequences of consumer perceptions on food systems and waste reduction initiatives. For instance, California’s recent ban on “sell by” dates addresses regulatory barriers, but this study reveals the need for deeper shifts in consumer behavior. By addressing biases surrounding healthy foods, both marketers and policymakers can make meaningful progress in reducing waste.

Kim adds, “This isn’t just a sustainability issue. Reducing waste of healthy foods can also make healthier diets more accessible and affordable for consumers.”

Full article and author contact information available at: https://doi.org/10.1177/00222429241299392

About the Journal of Marketing 

The Journal of Marketing develops and disseminates knowledge about real-world marketing questions useful to scholars, educators, managers, policy makers, consumers, and other societal stakeholders around the world. Published by the American Marketing Association since its founding in 1936, JM has played a significant role in shaping the content and boundaries of the marketing discipline. Shrihari (Hari) Sridhar (Joe Foster ’56 Chair in Business Leadership, Professor of Marketing at Mays Business School, Texas A&M University) serves as the current Editor in Chief. https://www.ama.org/jm

About the American Marketing Association (AMA)

As the leading global professional marketing association, the AMA is the essential community for marketers. From students and practitioners to executives and academics, we aim to elevate the profession, deepen knowledge, and make a lasting impact. The AMA is home to five premier scholarly journals including: Journal of Marketing, Journal of Marketing Research, Journal of Public Policy and Marketing, Journal of International Marketing, and Journal of Interactive Marketing. Our industry-leading training events and conferences define future forward practices, while our professional development and PCM® professional certification advance knowledge. With 70 chapters and a presence on 350 college campuses across North America, the AMA fosters a vibrant community of marketers. The association’s philanthropic arm, the AMA’s Foundation, is inspiring a more diverse industry and ensuring marketing research impacts public good. 

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