IMPACT OF FOOD LABELLING ON CONSUMER BEHAVIOUR

Background: Packaging and labelling are the primary interface for consumers before purchase. This research investigates how food label information influences consumer purchasing decisions, focusing on various labelling factors. Objectives: The study’s goal is to evaluate the impact of food labelling information on consumer behaviour by looking at how different labels influence purchasing decisions, assessing consumer awareness and use of food labels, and investigating the effects of demographic characteristics on label perception and use. Methods: The study employed a survey research design with convenience sampling to gather 182 responses via social media, using SPSS and MS Excel for data analysis through correlation, regression, and ANOVA techniques to achieve the desired outcomes. Results: The study found a strong, statistically significant positive relationship between consumer behaviour and several factors related to food labelling, including how often consumers read labels, their awareness and use of label information, the perceived impact of specific labels, and consumer preferences. This indicates that food labelling plays a crucial role in influencing consumer purchasing decisions. Conclusion: Research exhibits that clear, easy-to-understand, and detailed food labelling significantly influences consumer behaviour. Label readability, consumer awareness, and the perceived impact of labelling are critical drivers of purchasing decisions, highlighting the crucial role of effective on-package communication for manufacturers aiming to shape consumer choices. Recommendation: Based on this research, manufacturers should focus on clear and effective on-package communication, taking proactive steps. The packaging should attract consumers and enable prompt message comprehension. Consolidating sustainability messages into design is also crucial due to rising eco-consciousness. Future studies could explore the impact of specific design elements on consumer behaviour across different demographics.