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Investigating Consumers’ Perception of Discounted Suboptimal Products at Retail Stores

Author

Listed:
  • Clara Cicatiello

    (Department for Innovation in Biological, Agro-Food and Forest Systems, University of Tuscia, via San Camillo de Lellis snc, 01100 Viterbo, Italy)

  • Luca Secondi

    (Department for Innovation in Biological, Agro-Food and Forest Systems, University of Tuscia, via San Camillo de Lellis snc, 01100 Viterbo, Italy)

  • Ludovica Principato

    (Department of Business Studies, Roma Tre University, via Silvio D’Amico 77, 00145 Rome, Italy)

Abstract

Following the increasing pressure to reduce food waste at supermarkets, many retailers are starting initiatives to prevent the disposal of food items or to manage the waste produced in a more sustainable way. The practice of applying discounts on close-to-date and other suboptimal products is becoming popular, as reducing price pushes consumers to accept small defects of food products. Here, the attitude of 218 supermarket customers towards these discounts is analysed, basing on a questionnaire survey. Two-thirds of the sample declare to be interested in discounts on close-to-date products; the determinants of this interest are studied through a Generalized Maximum Entropy model against a set of socio-demographic and behavioral factors. Results suggest that the interest towards discounts on close-to-date product is primarily driven by a general attitude to save money in food shopping. However, an interesting positive effect is observed for the use of a shopping list at the supermarket, which may be linked to a greater attention on food planning and, consequently, to a lower production of food waste at home. In conclusion, date-based pricing seems to be an effective strategy to address food waste reduction in a sustainable management perspective, for its attractive capacity on different profiles of consumers.

Suggested Citation

  • Clara Cicatiello & Luca Secondi & Ludovica Principato, 2019. "Investigating Consumers’ Perception of Discounted Suboptimal Products at Retail Stores," Resources, MDPI, vol. 8(3), pages 1-10, July.
    • Handle: RePEc:gam:jresou:v:8:y:2019:i:3:p:129-:d:250870
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    References listed on IDEAS

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    1. Principato, Ludovica & Secondi, Luca & Cicatiello, Clara & Mattia, Giovanni, 2022. "Caring more about food: The unexpected positive effect of the Covid-19 lockdown on household food management and waste," Socio-Economic Planning Sciences, Elsevier, vol. 82(PA).

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