Impact of Food Labeling Information on Consumer Behavior
Elina Malla
https://analista.in/10.71182/aijmr.2412.0202.3003
Abstract
Background: Packaging and labelling are the primary
interface for consumers before purchase. This research
investigates how food label information influences consumer
purchasing decisions, focusing on various labelling factors.
Objectives: The study’s goal is to evaluate the impact of food
labelling information on consumer behaviour by looking at
how different labels influence purchasing decisioins, assessing
consumer awareness and use of food labels, and investigating
the effects of demographic characteristics on label perception
and use.
Methods: The study employed a survey research design with
convenience sampling to gather 182 responses via social
media, using SPSS and MS Excel for data analysis through
correlation, regression, and ANOVA techniques to achieve the
desired outcomes.
Results: The study found a strong, statistically significant
positive relationship between consumer behaviour and several
factors related to food labelling, including how often
consumers read labels, their awareness and use of label
information, the perceived impact of specific labels, and
consumer preferences. This indicates that food labelling plays
a crucial role in influencing consumer purchasing decisions.
Conclusion: Research exhibits that clear, easy-to-understand,
and detailed food labelling significantly influences consumer
behaviour. Label readability, consumer awareness, and the
perceived impact of labelling are critical drivers of purchasing
decisions, highlighting the crucial role of effective on-package
communication for manufacturers aiming to shape consumer
choices.
Recommendation: Based on this research, manufacturers
should focus on clear and effective on-package communication, taking proactive steps. The packaging should attract consumers and enable prompt message comprehension. Consolidating sustainability messages into
design is also crucial due to rising eco-consciousness. Future
studies could explore the impact of specific design elements on
consumer behaviour across different demographics.
Keywords: Consumer behaviour, label reading habit, food
label awareness and usage, specific label impact, preferences.