Institutional Review Board [IRB]
Informed Consent Form for Participation in Research Study

Principal Investigators of research:

Vidya Vemireddy
IIM-Ahmedabad, +91-79 71524953
vidyav@iima.ac.in
Ajalavat Viriyavipart
AUS, 971-6-515-4692
aviriyavipart@aus.edu
Adrian Lopes
AUS, 971-6-515-4691
alopes@aus.edu
Dina Tasneem
AUS, 971-6-515-4626
dtasneem@aus.edu

Purpose:

You are invited to participate in a research study on consumer choices in the presence of different types of information on product use. We are a team of researchers from IIM-Ahmedabad and the American University of Sharjah, UAE. The purpose of this study is to understand the effects of information on alternative food uses, environmental information, and expiry dates on the purchase of food products that are close to expiry.

Procedures:

If you decide to participate, you will be asked to do the following things:

You will be invited to take part in an experiment where you would be asked your choices about purchasing food items with various information as described below.
You would be given an endowment of ₹100, which you can use to buy a product from the experiment.
You will be required to state your willingness to pay for two items – bread and fresh fruit (banana) – based on whether you are randomly assigned to a baseline with no information or if you are assigned to a treatment group with various information on one or more of the following: alternative food uses/ environmental information/ expiry date. Only one of the decisions will be randomly selected. For example, if bread is randomly selected and the price is ₹40, and if your stated willingness to pay is greater than ₹40 you will get the bread for ₹40 and the remainder of your endowment i.e., ₹100-40 = ₹60.
A post-experiment survey will record each participant's socioeconomic data and attitudes towards food waste and its issues. The survey, your choices, and your responses will be recorded online. However, no directly identifiable data will be collected during the experiment or survey. This study will include 360 randomly chosen customers at the grocery store.
Your participation will not be audio/video recorded. Your participation will take approximately 10 minutes of your time.

Risks:

There are no foreseeable risks to participating in this study.

Benefits:

The benefits that may reasonably be expected to result from participation are that you will receive a cash endowment of ₹100 from which the research team will deduct the price of the food item that you successfully purchase. Other than this, there are no other direct benefits to you for participating in this study.

Payments:

You will receive cash endowment of ₹100 from which the research team will deduct the price of the food item that you successfully purchase. This shall constitute a payment for your participation.

Post-Experiment Survey: Food Labeling and Consumer Behavior

Demographics

1. What is your age group?
18–25 years
26–35 years
36–50 years
Above 50 years

2. What is your gender?
Male
Female
Prefer not to say

3. What is your marital status?
Married
Unmarried/Single
Prefer not to say

4. Do you have children or dependents living in your household?
(You can select 2 or more options)

Yes, children under 18 years
Yes, adult children (18 years or older)
Yes, other dependents (e.g., elderly parents, relatives)
No children or dependents
Prefer not to say

5. What is your approximate monthly household income?
Below ₹1,00,000
₹1,00,000 – ₹2,00,000
₹2,00,000 – ₹3,00,000
₹3,00,000 – ₹4,00,000
Above ₹4,00,000

6. What is your highest level of education?
High school or below
Bachelor's degree
Master's degree or higher
Professional/vocational training

7. How many people live in your household (including yourself)?
1–2 people
3–4 people
5–6 people
More than 6 people

8. How often do you usually shop for groceries from a physical grocery store or supermarket?
Daily
2–3 times per week
Once a week
Less than once per week

9. What is your main source for purchasing groceries?
Physical grocery store/supermarket
Local kirana shop or neighborhood store
Online grocery delivery apps (e.g., Blinkit, Swiggy Instamart, BigBasket)
Online full-order platforms (e.g., Amazon Fresh, JioMart)
Local market (sabzi mandi, haat)
Others, please specify:

10. Why do you prefer this source? (Select up to two reasons)
Convenience and time-saving
Better prices or discounts
Fresher produce
Trust in quality
Delivery options
Loyalty to local sellers
Better variety or availability
Habit or familiarity
Others, please specify:

About Your Decision Today

11. Which of the following most influenced how much you were willing to pay?
How the food looked
What was written on the package
When I would eat it
Just my gut feeling
Others, please specify:

12. Did you watch a video that showed a recipe for using near-expiry food?
Yes
No
I'm not sure

14. What type of labeling would help build your trust in near-expiry items?
"Best before but still good" verified stickers
Government or brand assurance labels
Storage and usage instructions
I don't trust near-expiry products regardless of label
Others, please specify:

15. When your bread at home is close to expiring, what do you usually do to preserve it for longer?
Freeze it immediately to extend shelf life
Store it in an airtight container at room temperature
Keep it in the refrigerator
Leave it in the original packaging and use it quickly
Make breadcrumbs, toast, or other processed items
I usually just throw it away when it's close to expiry
Others, please specify:

16. How do you typically store fresh fruits at home to maximize their shelf life?
Keep them in the refrigerator immediately after purchase
Store them at room temperature away from sunlight
Wash and cut them in advance, then refrigerate
Cover them with paper or cloth and keep in a cool place
I don't do anything special – just leave them as they are and eat or discard
Others, please specify:

Food Waste Attitudes and Intentions

17. What method do you most commonly use to prevent dairy products (milk, yogurt, cheese) from spoiling quickly?
Store at the back of the fridge where it's coldest
Avoid opening the packaging too often
Use airtight containers after opening
Check and rotate older items to the front for first use
Buy in smaller quantities more frequently
I don't pay much attention – just store in fridge and discard if spoiled
Others, please specify:

18. It upsets me when unused products end up in the waste bin.
1. Strongly Disagree
2. Disagree
3. Neutral
4. Agree
5. Strongly Agree

19. I think that wasting food is a waste of money.
1. Strongly Disagree
2. Disagree
3. Neutral
4. Agree
5. Strongly Agree

20. In a typical week, how often do you end up throwing away food that was still edible but close to or just past its expiry date?
Never
Rarely (less than once per week)
Sometimes (1–2 times per week)
Often (3–4 times per week)
Very frequently (almost every day)

21. I think eating food past its expiry date is risky for my health.
1 Strongly Disagree
2 Disagree
3 Neutral
4 Agree
5 Strongly Agree

23. What would encourage you to buy food that is close to expiry in real life?
Clear labeling or assurance that it is still safe to eat
Significant price discounts
Better storage and handling by the store (e.g., hygiene, refrigeration)
Attractive bundle offers (e.g., meal kits, "use soon" packs)
Recipes, tips, or reminders on how to use it quickly
Environmental or social benefits (e.g., reducing waste, donations)
Nothing would encourage me
Others, please specify:

24. What concerns you most about buying near-expiry perishable foods?
Food safety and potential health risks
Reduced taste and quality
Lack of clear labeling or storage instructions
What others might think about my choices
Uncertainty about how long the product will actually last
I have no major concerns about near-expiry foods

Current Food Management Practices

25. How often do you plan your meals in advance to avoid food waste?
Always – I plan weekly menus and shopping lists
Sometimes – when I expect a busy week ahead
Rarely – I decide what to cook based on mood or what's available
Never – I don't plan meals in advance

26. Which statement about Use By is correct?
It marks the period until which food retains peak quality
It tells the last day the food is safe to eat
It is the same as "Best Before"
It is only for frozen foods

27. Which is true of foods eaten after Best Before date?
They are unsafe and must be discarded
They may lose taste/texture but are usually safe
They always spoil immediately
They turn into expired products

Environmental Consciousness

28. How much do you think about environmental impact when making food purchasing decisions?
1 Never consider
2 Rarely consider
3 Sometimes consider
4 Often consider
5 Always consider / a major factor

29. I would be willing to change my shopping habits to reduce environmental impact.
1 Strongly Disagree
2 Disagree
3 Neutral
4 Agree
5 Strongly Agree

Welcome to the Game

Enter Your ID

Question 1:

Follow Up Question 1

Question 2:

Follow Up Question 2

Banana Video

Banana Purchase Decision

Bread Video

Bread Purchase Decision

Your Result

Post-Experiment Survey: Food Labeling and Consumer Behavior

Demographics

About Your Decision Today

Food Waste Attitudes and Intentions

Current Food Management Practices

Environmental Consciousness

Institutional Review Board [IRB]Informed Consent Form for Participation in Research Study

Principal Investigators of research:

Purpose:

Procedures:

Risks:

Benefits:

Payments:

Institutional Review Board [IRB]Informed Consent Form for Participation in Research Study

Your Rights:

Statement of Consent

Welcome to the Game

Enter Your ID

Question 1:

Follow Up Question 1

Question 2:

Follow Up Question 2

Banana Video

Banana Purchase Decision

Bread Video

Bread Purchase Decision

Your Result

Post-Experiment Survey: Food Labeling and Consumer Behavior

Demographics

About Your Decision Today

Food Waste Attitudes and Intentions

Current Food Management Practices

Environmental Consciousness

Institutional Review Board [IRB]
Informed Consent Form for Participation in Research Study

Institutional Review Board [IRB]
Informed Consent Form for Participation in Research Study