How to reduce food waste? Packaging design matters

Global food waste is a massive problem, and reducing it requires innovative approaches. Many consumers avoid food products nearing their expiration date, which leads to significant losses. So how can we encourage them to buy?

A study by Bilu Chen from Shaoyang University, Wen Hua from Yangzhou Polytechnic College, and Shan Wu from Jingchu University of Technology, published in the academic journal Humanities and Social Sciences Communications from the Nature group, analyzes how marketing can change consumer attitudes.

The research team surveyed 426 participants, using structural equation modeling to examine the factors shaping purchase intentions. Their results clearly show that well-designed packaging and a strong communication strategy are key to reducing food waste in retail.


The study found that packaging acts as a "silent seller". It delivers key information, protects, and preserves food. The Chinese researchers took a comprehensive look at how packaging design influences the willingness to buy near-expiry products. Their paper, Examining the impact of the packaging design of nearly expired food on consumer purchase intentions, integrates packaging design and personal traits into a single model. This approach yielded valuable insights.

Perceived control as a part of visual campaigns

One of the most important findings is that perceived behavioral control has the biggest impact on purchase intentions. It refers to how much control the consumer feels they have over the purchase and how easy it is to complete. From a marketing point of view, this directly connects to the visual elements of packaging.

Companies can use this insight by designing packaging that increases a consumer’s sense of control. For example, smaller packages help consumers feel confident they’ll finish the product before it expires. This sense of control boosts purchase intent. The study`s authors - Bilu Chen, Wen Hua, and Shan Wu - believe designers should emphasize intuitive graphics that show how to store and use the product. This can significantly increase purchase intent and reduce food waste in retail.

• Perceived behavioral control is the top driver of purchase intentions.
• Visual packaging elements affect perceived control.
• Labels showing expiration dates build trust in the product.
• Expiration-date-based pricing (EDBP) motivates consumers who understand its purpose.
• Health and moral values are stronger motivators than attitudes or social norms.

The authors note that consumers often ignore written instructions, even when they’re clear. This means written descriptions alone aren’t enough. Marketers must focus on visual communication, which has greater impact. Instead of hoping the consumer reads a label that explains how long the food can be stored safely, this information should be delivered through simple symbols or smaller packaging.

Moral values and health as communication pillars

Marketing strategies should also appeal to moral values and consumer health concerns. Health awareness has a negative impact on the intent to buy near-expiry food. Marketers can counter this by sharing clear, educational messages that emphasize the safety and quality of such products.

On the other hand, moral norms have a positive influence on purchase intentions. Consumers who believe buying these products helps the environment are more likely to buy them. It aligns with their values and gives them a sense of satisfaction. The study Examining the impact of the packaging design of nearly expired food on consumer purchase intentions shows that purchasing these products effectively reduces food waste, which in turn lowers greenhouse gas emissions.

Factors affecting purchase intentions	Impact
Perceived behavioral control	positive
Health awareness	negative
Moral norms	positive
Expiration-date-based pricing (EDBP)	positive
Visual elements	positive
Label trust	positive
Verbal elements	none
Attitudes	none
Subjective norms	none
Perceived value	none

Sellers should emphasize how their actions support sustainability. This can be done by using eco-friendly colors in packaging design or adding creative icons that highlight the social and environmental benefits of the purchase. The goal is to make the consumer feel like they’re doing something good for the planet and society, which is a stronger motivator than outside social pressure.

Labels and discounts build trust

Trust in the label is another key marketing element. The report highlights that packaging labels are the main source consumers use to assess a product`s value. Trust in label information has a positive effect on the perceived value of the food. Expiration-date-based pricing also has a strong positive impact on purchase intent. Consumers who understand the discount is due to time, not quality, are more likely to buy near-expiry products. This proves that discount strategies work, but only when the consumer understands their purpose.

Although near-expiry products currently make up a small portion of the market, well-designed packaging can significantly increase willingness to buy. The study by Bilu Chen, Wen Hua, and Shan Wu shows that action must be taken on many levels.

• Consumers need help making decisions through intuitive, visual packaging that creates a sense of control over the product.
• It`s equally important to emphasize that buying near-expiry products is a morally right and eco-friendly act.
• Above all, we must educate to eliminate the false belief that near-expiry food is harmful to health.

The results of the study "Examining the impact of the packaging design of nearly expired food on consumer purchase intentions" were published in Humanities and Social Sciences Communications from the Nature group. The article is available at https://doi.org/10.1057/s41599-024-04175-y