Dynamically predicted shelf-life label in minced meat product: A consumer-driven design and analysis

Abstract: Dynamically predicted shelf-life label (DPSL) has been discussed to be one of the solutions to curb meat waste. Therefore, the research about the DPSL label and the perceptible information obtained by minced meat consumers is conducted. The research purpose is to identify the critical factors to design a DPSL label for minced meat consumers, and to design and assess the label with the consumers. Two research questions (RQs) are defined: RQ 1. What are the critical factors to design a DPSL label in minced meat product for consumers? and RQ 2. How do consumers perceive the information from a DPSL label in minced meat product? The research used a qualitative approach comprised by three stages, which were insight mining, DPSL label development, and usability test. From insight mining, three personas were developed, comprised of autopilot consumer, steadfast consumer, and cautious explorative consumer. This finding led to four critical factors: (1) sustainability communication; (2) detailed information; (3) size and dimension; and (4) quick decision-making support. DPSL label prototypes were then developed and tested to the minced meat consumers through usability tests. The results show that the consumers perceive the information from the DPSL label in minced meat product by two different approaches, which are sustainability and meat freshness. The sustainability impression was perceived by the ‘too good to waste’ title and the green-blue border line colour. However, the meat freshness impression was perceived by the ‘check the meat freshness here’ title and the orange-red-blue border line colour. The circle symbol was perceived as a clear and scientific symbol for the consumers. The indicator text explaining the symbol, ‘fresh-still good-spoiled’, was perceived short and positive by the consumers. The QR code can give more information about the DPSL label, and the DPSL label size of 7cm x 4 cm is recommended for further design development. The explanatory text ‘meat freshness changes the colour inside the circle’ was perceived short, and it mentioned the two elements, which were the location of the colour, and the change of the colour. These two elements were fundamental and should be kept along the language modification. Finally, the findings of this research have pushed forward the DPSL label studies. To guarantee that the message reaches the intended audience, whoever creates the DPSL label should consider the consumer-driven design. The customer predominantly causes food waste; thus, technology integrated into packaging combined with clear information can avoid it.