Food waste was valued at $285 billion in 2019, representing 70% of all food surplus; dairy and eggs alone represented 15.90%. Milk is still the fifth most consumed beverage in the U.S. despite its 14.9% decrease in consumption over the last ten years. Therefore, its impact on food waste remains relevant. Furthermore, studying consumers' behavior is pertinent to identify preferences towards technology that aims to prevent food waste. In particular, this thesis seeks to assess the willingness-to-pay for extended shelf-life, a smart tag, and an ecolabel to measure consumers' value. The three attributes have implications for preventing food waste within the milk industry. The findings suggest that consumers' valuation of extended shelf-life and an eco-certified label is positive; however, using the smart tag creates disutility for consumers. That implies retailers should find alternative means to enhance the communication of the extended shelf-life.