| abstract |
| Background Retailers offer discounted prices on fresh food products nearing expiration to reduce waste. However, unclear discount labels or decreased consumer trust in product quality can negatively affect purchasing decisions, potentially increasing waste. This study analyzes the impact of combining discount and freshness labels on domestic beef products and proposes effective label design strategies to improve consumer behavior. Method The study examines expiration dates, pricing strategies, and consumer behavior for beef products sold at three major retail chains in South Korea. It analyzes current label designs to identify factors for improvement, proposing enhanced versions of a standard discount label (A) and a freshness-labeled discount label (B) after focus group interviews, followed by consumer surveys and statistical analyses. Findings The first FGI survey revealed that the current label lacked text information and needed design improvements, emphasizing the importance of clear language and freshness information. The second survey found that both A and B labels positively influenced consumer perception, emotions, and behavior, with B label further reducing anxiety and increasing trust. T-test results showed B label had a significantly greater impact than A label. Conclusion The study concludes that discount label design affects consumer perception and purchasing decisions for near-expiration products, suggesting the use of freshness labels to enhance attitudes and behaviors. The results are expected to encourage rational consumption, reduce costs for businesses, and positively impact the environment by lowering food waste. |
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| Key Words |
| 신선식품, 라벨 디자인, 소비자 구매 행동, Perishable food, Label design, Consumer purchase behavior |
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