Food handling practices and expiration dates: Consumers’ perception of smart labels

Household food waste is a major sustainability problem to solve. Smart labels can alleviate the contributing factor of incorrect interpretation expiration date labels. However, so far little research has studied consumer handling practices and perceptions such in context use. We address this through qualitative, asynchronous text-based focus group study with 18 UK smart label early adopter mainstream consumers, using case on red meat packaging. Results show that consumers are heavily reliant either or their own senses, trust key towards including everyday practices. Findings imply in-store demonstrations information would support foster uptake