The impact of nutrition labels on frozen food health awareness and purchase intention among Central Taiwanese consumers

Overweight and obesity are recognized globally as an epidemic with serious consequences for adult health. This study uses Front of Package (FOP) Nutrition Labeling to investigate consumers’ health awareness and purchase intention. This study surveyed 631 participants to evaluate healthiness, purchase intention, and label attention of four types of labels on food packaging: (a) No label (NL), (b) Guideline daily amounts (GDA), (c) Traffic light system (TLS), and (d) Warning label (WL). The results found that: (1) GDA and TLS labels can effectively enhance consumers’ health awareness. (2) The black warning system label does not provide effective health tips and attention. (3) Consumers who frequently purchase food have low health awareness. (4) Unprocessed food increases health awareness but does not necessarily increase consumption intention. The results are expected to provide guidance for food vendors and packaging designers to effectively improve consumers’ health awareness levels.