Consumer preferences for foods with varying best if used-by dates: An experimental auction and sensory evaluation analysis

Food waste is a significant problem in the United States with over 133 billion pounds of food wasted every year. Best-if-used-by dates (BUBDs) are a cue consumers use in evaluating foods and deciding when to dispose of them. Many consumers believe BUBDs are an expiration indicator; instead, they represent a food’s peak quality, and foods are typically safe to consume beyond their BUBDs. A non-hypothetical experimental auction with 193 participants was utilized to determine how food sensory ratings and BUBD knowledge affects consumer willingness to pay (WTP) and anticipated food waste for foods with varying BUBDs. Through three rounds, consumers evaluated the appearance and taste of salads and deli meat with varying BUBDs, and then stated their maximum WTP for the foods and the percentage of the foods they would waste. Tobit and Cragg double hurdle model results indicate BUBDs and sensory ratings were significant in determining WTP and anticipated waste. As consumers rated the taste and appearance of salads and deli meat higher, they stated they would pay more for, and consume more of, the foods. Sensory evaluations were a stronger predictor of WTP and expected waste than BUBDs in certain scenarios. Implications of this research indicate food waste could be reduced if consumers utilize food sensory evaluations prior to disposing of foods.