When the date passes: how “use by” and “best before” shape yoghurt safety perceptions and consumption intentions

Purpose – This study aims to investigate how European Union regulatory date labels (“use by” vs. “best before”) and proximity to the printed date influence consumers’ evaluations and intended consumption of yoghurt and whether these effects are moderated by knowledge of the “best before” label meaning and food disgust sensitivity. Design/methodology/approach – A web-based experiment conducted in January 2025 with Italian consumers employed a 2 × 3 mixed factorial design, with label type as a between-subjects factor and freshness as a within-subjects factor (fresh, on the current date and expired). Participants rated each yoghurt’s perceived safety and expected quality and reported their intended consumption. Outcomes were analysed jointly using a multivariate mixed-effects model, examining moderation by knowledge of the “best before” label meaning and disgust sensitivity. Findings – Freshness was the primary driver of responses. Yoghurt on the current date was judged less safe and of lower quality than fresh yoghurt, without a corresponding reduction in intended consumption. Once expired, all measures deteriorated sharply. The “use by” label produced a pronounced sharp drop: compared with “best before”, it further reduced perceived safety, expected quality and intended consumption after the date (and also lowered safety and quality on the current date). “Best before” labels still led to a substantial decline in intended consumption after the date. Originality/value – The study provides experimental evidence on date-label effects by combining within-subject freshness manipulations with joint modelling of safety, quality and intended consumption and by demonstrating how cognitive (knowledge of the “best before” label meaning) and affective (disgust sensitivity) factors shape consumers’ responses to the same regulatory cues, supporting interventions that go beyond information-only campaigns.