How Can Information Labels On Almost-Expired Food Products Reduce Wastage?

Last registered on April 17, 2025
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Pre-Trial

Trial Information

General Information

Title
How Can Information Labels On Almost-Expired Food Products Reduce Wastage?
RCT ID
AEARCTR-0015788
Initial registration date
April 14, 2025

Initial registration date is when the trial was registered.

It corresponds to when the registration was submitted to the Registry to be reviewed for publication.

First published
April 17, 2025, 7:14 AM EDT

First published corresponds to when the trial was first made public on the Registry after being reviewed.

Locations

Country
India
Region
Gujarat

Primary Investigator

Name
Reema Malaimahan
Affiliation
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Other Primary Investigator(s)

PI Name
Adrian Lopes
PI Affiliation
American University of Sharjah
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PI Name
Dina Tasneem
PI Affiliation
American University of Sharjah
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PI Name
Ajalavat Viriyavipart
PI Affiliation
American University of Sharjah
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PI Name
Vidya Vemireddy
PI Affiliation
Indian Institute of Management Ahmedabad
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Additional Trial Information

Status
In development
Start date
2025-04-15
End date
2025-10-31
Keywords
Behavior, Environment & Energy
Additional Keywords
Consumer behavior
JEL code(s)
Q18, L66, D81, C93, D11
Secondary IDs
Prior work
This trial does not extend or rely on any prior RCTs.
Abstract
We investigate consumer choices regarding perishable food products that are close to their expiration dates. We investigate how information about alternative uses and shelf-life extension techniques on such items alters consumer behavior. This would help ascertain the value that consumers place on the information while making purchase decisions. Using a field experiment with grocery store customers we measure consumers' willingness to pay (WTP) for products with varying expiration dates under different information treatments. The treatment group receives information about alternative uses and how to extend the shelf-life of almost-expired food products. The hypothesis to be tested is whether consumers would increase their WTP for close-to-expiry products based on such information nudges.
External Link(s)

Registration Citation

Citation
Vemireddy, Vidya et al. 2025. "How Can Information Labels On Almost-Expired Food Products Reduce Wastage?." AEA RCT Registry. April 17. https://doi.org/10.1257/rct.15788-1.0
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Experimental Details

Interventions

Intervention(s)
We will provide information about alternative uses and shelf-life extension techniques for perishable food items to examine how this information alters consumer willingness to pay for near-expiry food products. The intervention consists of providing information on: (1) recipes for alternative consumption methods, (2) techniques to extend the shelf life of produce at home, and/or (3) composting techniques for food that cannot be consumed.
Intervention (Hidden)
Intervention Start Date
2025-04-15
Intervention End Date
2025-06-30

Primary Outcomes

Primary Outcomes (end points)
Willingness to pay (WTP) for near-expiry food products (specifically perishable food items) with varying expiration dates (one day and three days from the date of the experiment).
Primary Outcomes (explanation)
Willingness to pay will be measured through a bidding mechanism where participants state the maximum price they are willing to pay for the food products. The difference in WTP between treatment and control groups will indicate the value consumers place on information about alternative uses and shelf-life extension.

Secondary Outcomes

Secondary Outcomes (end points)
Secondary Outcomes (explanation)

Experimental Design

Experimental Design
We will conduct a field experiment with grocery store customers in Ahmedabad, India, to examine the effect of information on consumer willingness to pay (WTP) for near-expiry perishable food items. Participants will be randomly assigned to one of two groups: a control group receiving no additional information and a treatment group provided with targeted information about alternative uses and shelf-life extension techniques. Each participant will be given a monetary endowment and asked to state their WTP for food products nearing expiration, specifically items with either one or three days remaining until expiry.
The treatment intervention includes three types of information: (1) a recipe offering an alternative consumption method, (2) a technique for extending the shelf-life of the product at home, and (3) a basic composting method for food that may not be consumed. Only one decision per participant will be randomly selected for actual implementation. This approach allows us to measure the causal impact of information nudges on consumers’ valuation of near-expiry food items while maintaining the integrity of the bidding process.
Experimental Design Details
Randomization Method
Randomization will be done in the field using a computer-generated random assignment as participants enter the experiment area at local grocery stores.
Randomization Unit
Randomization will be done in the field using a computer-generated random assignment as participants enter the experiment area at local grocery stores.
Was the treatment clustered?
No

Experiment Characteristics

Sample size: planned number of clusters
Not applicable (individual-level randomization at the grocery store).
Sample size: planned number of observations
360 individual participants.
Sample size (or number of clusters) by treatment arms
180 participants in control group (no information), 180 participants in treatment group (information on alternative uses and shelf-life extension).
Minimum detectable effect size for main outcomes (accounting for sample design and clustering)
Supporting Documents and Materials
IRB

Institutional Review Boards (IRBs)

IRB Name
American University of Sharjah
IRB Approval Date
2024-08-24
IRB Approval Number
24-093
Analysis Plan

Post-Trial

Post Trial Information

Study Withdrawal

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Intervention

Is the intervention completed?
No
Data Collection Complete
Data Publication

Data Publication

Is public data available?
No

Program Files

Program Files
Reports, Papers & Other Materials

Relevant Paper(s)

Reports & Other Materials