Understanding the association between date labels and consumer-level food waste

•Confusion about food date labels is empirically linked to food waste.•Safety and quality concerns mediate date labels’ effects on consumption willingness.•“Use By” labels prompt more safety and quality concerns than “Best if Used By” ones.•Willingness to consume is higher when food’s color and odor are stated to be normal.•Willingness to consume is higher when consumers know how food has been stored.