Professor van Herpen’s research addresses the environmental and economic consequences of premature food disposal driven by date labels. Her study evaluates the removal of ‘best-before’ labels—a key policy recommendation—by examining its actual impact on consumer purchase behavior and retail attitudes.Through a quasi-experiment involving major retail initiatives and sentiment analysis, the findings reveal that consumer responses vary significantly based on shopping basket characteristics. Furthermore, the research highlights that while label removal can negatively affect patronage intentions, these effects can be mitigated by transparently communicating the underlying sustainability goals. These insights provide essential guidance for retailers seeking to balance waste reduction with consumer trust.
Erica van Herpen | Wageningen University | 4.2.2026
We were pleased to host Erica van Herpen, Professor of Resource-Smart Consumer Behavior at Wageningen University. A leading expert in the Marketing and Consumer Behavior Group, Professor van Herpen focuses on how retail and household practices can be optimized to stimulate the sustainable use of resources.
