Does printed nutritional food labelling affect consumer food choice?
Section 1: Introduction
The research topic for this study is the printed nutritional food labeling effect on consumer choice. This is important because what the customer understands and retrieves from the printed information in a fool label impacts his or her correct knowledge of that information and therefore, his or her behavioral responses to that information. The printed nutrition food label information is important to consumers who wish to make healthy and informed decisions about the foods they purchase and consume. If this information is presented in a format that is clear and easy to understand, it can then influence consumers` choice of food purchases. That leaves a greater likelihood that food purchases will result in healthier choice by the consumer.
Background of the Study
Labelling is defined as printed information or written text on packaging of a product (ref). In the food industry, labelling involves more than the name of the product, brand or logo. Food products are likely to include information such as nutritional content, manufacturing/expiry dates and usage methods. It is presented in a tabular layout with headings such as ?nutritional facts?, nutritional information ?or ?nutrition label?. The nutritional label is mandatory as a guide for the consumer to make selection from a list of food products and to encourage the consumption of healthy products (Baltas, 2001).
The label is the point of contact between the producer and the consumer and forms part of the marketing strategy and provides the opportunity to promote purchasing choices (ref). According to Koe (1997), nutritional labels can be defined as a description used to inform consumers about the nutritional properties of food, which may help to promote the consummation of a nutritional balanced diet.