EXPLORING THE IMPACT OF DIGITAL LABELINGONCONSUMERPURCHASING DECISIONS FOR DAIRY PRODUCTS

Aim: The main purpose of this study is to explore the impact of digital labeling on consumerpurchasing decisions, specifically within the dairy product sector. Previous researchhasexamined consumer behavior and the role of labels in purchasing decisions; however, thereremains a gap in understanding how digital labeling, in particular, affects consumer trust andbuying behavior in the context of dairy products.Material and Methods: The researchmethodinvolves a combination of qualitative and quantitative approaches. A survey was conductedusing a self-prepared questionnaire distributed via Google Forms. The survey collecteddataonconsumer opinions regarding the digital labeling of dairy products and their purchasing behavior. A sample size of 130 responses was gathered. The data was analyzed using MS Excel andSPSSIBM Version 27, applying the Independent T-Test, One-way ANOVA, and Chi-square teststoexamine the relationship between digital labeling and consumer purchasing decisions.Resultsand Discussion: The findings indicate that digital labeling significantly influences consumerpurchasing decisions. The data analysis, which included using the Independent T-Test, revealedthat consumers who had access to detailed, digital labels showed higher satisfactionlevelsregarding product transparency and were more likely to make informed purchase decisions. Additionally, Chi-square analysis revealed a significant relationship between consumer trust indigital labels and the likelihood of purchasing dairy products. Conclusion: The study concludesthat digital labeling has a substantial impact on consumer purchasing decisions in the dairysector. The results suggest that consumers prefer products with clear, accessible digital labels as it offersgreater transparency regarding the product’s ingredients, sourcing, and nutritional information