Abstract:
Background and objective: Food label is an effective communication tool. It attracts consumers to select nutritionally appropriate food, and food makers can promote and share elementary information. The aim of this cross-sectional study wasto assess consumers’ knowledge, perception, and behavior regarding food labels in Mirpur AJK, Pakistan. Data was collected from 384 consumers between the ages of 20 and 60 years, comprising both genders. A random sampling technique and a structured questionnaire were used for data collection. The reliability and validity of the questionnaire were assessed using Keiser Meyer Olkin (KMO), the Bartlett’s test of Sphericity and Cronbach’s Alpha coefficient. Descriptive statistics, Pearson’s correlation and linear multiple regression were used for data analysis. Results: The results showed that more than half of consumers knew about food labels, nearly half of consumers perceived that reading the food labels is always important, while 24% consumers always, 18.5% often, and 42.2% sometimes read food labels. Knowledge: a sizable portion of consumers had knowledge of brand name and dates, and mostly consumers knew about sugar free products, ingredients list, calories, fat, vitamins and minerals. Perception:more than half of the consumers’ perceived that taste and price are always important when buying food. Behavior: most consumers always check the expiry date. The Pearson’s correlation coefficient is significant at 0.01 and a moderate negative correlation exists between consumer knowledge with perception and behavior, while a moderate positive relationship exists between perceptions with behavior. Multiple regression analysis contributed significantly at p<0.05 and eight predicated variables explained 46.1% variation with dependent variables consumers’ knowledge, 20.0% variation with consumers’ perception and 32.1% variation in consumers’ behavior regarding food labels. Conclusion:Study concluded that mostly consumers have knowledge about brand name, dates, sugar-free products, majority of consumers’ perceived that price and taste are important, mostly consumers read price and recipe informationand some face difficulty in sub type of fat, serving size, sodium, and CHO. Suggestions to use non-technical language, avoid the use of code words, and conduct programs that increase level of knowledge.
Page(s):
12-12
DOI:
DOI not available
Published:
Journal: Abstract Book on International Conference on Food and Applied Sciences (ICFAS-23) 3-5 August 23, Volume: 0, Issue: 0, Year: 2023
Keywords:
Perception
,
Knowledge
,
behavior
,
Consumers
,
Food Labels