The Impact of Interpretive Packaged Food Labels on Consumer Purchase Intention: The Comparative Analysis of Efficacy and Inefficiency of Food Labels

Muhammad Zeeshan Zafar, Xiangjiao Shi, Hailan Yang, Jaffar Abbas and Jiakui Chen ()
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Muhammad Zeeshan Zafar: Department of Business Administration, University of Chakwal, Chakwal 48800, Pakistan
Xiangjiao Shi: Business School, Shandong Jianzhu University, Jinan 250101, China
Hailan Yang: Business School, Shandong Jianzhu University, Jinan 250101, China
Jaffar Abbas: School of Media and Communication & Antai College of Economics and Management, Shanghai Jiao Tong University, Shanghai 200240, China
Jiakui Chen: School of Economics and Management (Cooperative College), Qingdao Agricultural University, Qingdao 266109, China

IJERPH, 2022, vol. 19, issue 22, 1-16

Abstract: The objectives of this study are twofold. Firstly, the current study elucidates the impact and efficacy of food labels in developing consumers’ attitudes and intentions towards the selection of nutritional food. Secondly, the inefficacy of labels in developing consumers’ attitudes and intentions towards healthy packaged food selection is demonstrated. The supportive theories of the current model are those of reasoned action and protection motivation. The data of 797 respondents have been collected from four major grocery stores in Pakistan. The structural equation model has been employed for the analysis of data. The results indicate that the efficacy of food labels has a positive significant effect on attitudes towards familiar and unfamiliar foods. In contrast to this, inefficacy in labelling has shown a positive significant effect on familiar foods but is insignificant for unfamiliar foods. The user-friendly food labels significantly affect unfamiliar foods in terms promoting consumer attitudes. Reciprocally, the inefficacy of labels creates a hindrance to the reading of unfamiliar labels while purchasing food items. The study findings reveal the fact that food label information and its format influences consumer attitudes and intentions at the point of purchase.

Keywords: food label; consumer purchase intention; attitude (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations: View citations in EconPapers (9)

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