Labeling for Mindful Consumption: The Effect of Look-Smell-Taste Labeling on Waste-Preventive Consumption Intention
(A2026-134267)

AUTHORS

Anne-Christelle Lago, University of Goettingen; Yasemin Boztug, University of Goettingen

ABSTRACT

The widespread misunderstanding of expiration dates drives unnecessary food waste in private households. The look-smell-taste (LST) label as a visual packaging cue prompts consumers to inspect products with their senses, potentially reducing waste. Despite its practical potential, little is known about how the label influences consumers’ intention to test food without discarding it, or which psychological mechanisms motivate deviation from habitual disposal routines. Drawing on the mindful consumption theory, this paper investigates how the LST label influences waste-preventive consumption intention. By extending mindful consumption theory—traditionally applied in the purchase phase—to include behavior-guiding cues in the post-purchase phase, this research highlights the role of external triggers in activating mindfulness. The findings provide practical implications for packaging design and contribute to sustainable consumption goals such as those outlined in the European Green Deal.