The International team of scientists found that healthy foods were more frequently damaged, but because of the incorrect representation of consumers. People tend to believe that useful products are faster than less healthy products, and this perception that affects their solutions – from purchase to disposal. Published in İş Magazine Marketing magazine.
The authors of the study conducted a series of experiments and found that customers aroused more suspicion if the products perceived as healthy are approaching the expiry date of the expiration date. As a result, such products require large discounts, even less and more frequently thrown until the real end of the shelf life. Moreover, when it comes to foods that remain after dinner, consumers get rid of healthy residues faster, thinking that it is less safe.
Scientists emphasize that such ideas not only contribute to the growth of food wastes, but also interfere with the promotion of a healthy diet. Training initiatives that will help people to fight prejudices with the help of a more transparent package focusing on the shelf life and help people understand that “useful” food is not looting. In addition, dynamic pricing models can help balance between risk perception and real features of the product.
According to researchers, even small changes in communication and packaging design can affect customer behavior, reduce waste levels and make healthy food more suitable. This is not just a sustainable consumption issue, but this is a step towards a more reasonable and fair food system.
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Source: Gazeta
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