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The Effect of Expiration Dates on the Purchasing Behavior for Grocery Store Perishables

This paper examines consumers’ awareness of and response to expiration dates for grocery store perishable products. We develop a conceptual framework that captures the frequency with which consumers check expiration dates and their willingness to pay for a perishable over its shelf-life. Our framework is rooted in the notion that these behaviors are largely influenced by the perceived risks associated with purchasing and consuming perishable goods. A better understanding of these behaviors, and the role risk plays in influencing them, can help managers better educate consumers about the risks associated with perishables as they approach their expiration dates and implement more effective promotional strategies for these products over their shelf-lives, both of which could ultimately result in greater sales and reduced shrinkage (waste due to spoilage).