Journal Press India^®

Author Details ( * ) denotes Corresponding author

This study aims to validate food labelling and its impact on customer purchasing decisions. An investigation on consumer preferences, usage, perception, and knowledge of the information on food labels as well as consumer awareness prior to purchase was conducted. The research contributes to our understanding of the direct and indirect effects of food labelling on customer intention to buy or not buy the targeted food goods. A questionnaire was distributed to customers in order to gather primary data, and consumers were chosen using a stratified random sample approach. The results show that consumers' opinions regarding health messages on food labels were higher than predicted, despite the fact that there was very little health-related information on food labels. Nutritional data, health claims, accessibility and quality, logo, ingredients, and label design were the main determinants of purchase decisions. This study helped to clarify customer purchasing intentions and the value of food product labels.

Keywords

Consumer Attitudes; Food Labelling; Nutritional Information

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