This study contributes to the household food waste literature by helping us to understand the personal and social factors that influence our use of expiry-date labels on dairy products. It uses an extended theory of planned behaviour (TPB) model with the additional variables of habit and food waste attitudes as well as two upstream expiry-date behaviours, checking date labels in shops and checking date labels in the fridge. Data was collected from consumers in a two-stage survey. Results indicate that both intentions and habit had a relatively strong influence on behaviour, as did the upstream expiry-date behaviours of checking date labels in shops and checking date labels in the fridge. Attitudes, food waste attitudes, and social norms were all found to be associated with intentions whereas perceived behavioural control (PBC) was not found to be associated with either intentions of behaviour. These findings have implications for our understanding of behaviours associated with food waste and therefore for food waste reduction policy and communication efforts.
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- Consumer behaviour
- Date labels
- Food waste