Nutrition label design and its effect on purchase intentions through readability considering consumer nutrition knowledge

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ID: 286325
2021
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Abstract
Nutrition labels are the only accurate source of information of a product’s nutritional contents. They are intended to serve as a guide for consumers in selecting their food. However, these labels can only be effective if consumers read them. An identified gap on nutrition label use among consumers has raised concerns on the label’s need for improvement. One way of improving them is through their design as this was found to have a significant influence on consumer purchasing behavior. However, current international guidelines on nutrition labels are only concerned with the information displayed. There is no set standard for its design. Additionally, the consumer’s nutrition knowledge must also be considered to narrow the impact that various nutrition label designs have. This could help in increasing the effectiveness of the labels in positively influencing consumers with their purchase intention. In this study, the four factors incorporated were nutrition label design, readability, consumer nutrition knowledge, and purchase intention. Readability was hypothesized to mediate the effect of nutrition label design factors to purchase intention, whereas nutrition knowledge was hypothesized as a moderator of readability to purchase intention. The design factors tested were font size, highlighting critical information, and background color. The objective of this study is to formulate guidelines for nutrition label design to have a positive influence on purchase intention through readability. This is done through determining which design factors are significant to the consumer’s purchase intention, analyzing both the mediating role of readability and the moderating role of nutrition knowledge. A total of 320 participants took part in this study which were all literate Filipino consumers of four-side seal sachet products. The main experiment was done through an online survey that includes a photo and video of the sachet product with the nutrition label and a series of questions pertaining to the label. A total of eight surveys, each containing different combinations of the nutrition label design factors, were randomly assigned to each participant. Post-survey interviews were also conducted with willing participants for additional insights and information. A pilot experiment was first conducted to test the process and reliability of the questionnaire. The data obtained from the main experiment was then analyzed through structural equation modeling (SEM). From the results of the experiment, it was seen that the design factors of font size and background color are recommended. Both factors were found to have an indirect effect on purchase intention through
Reference Key
persistent_1760658238_68f1833ec0d4c Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Valderrama, Ma. Victoria C.
Journal Malay Journal
Year 2021
DOI
DOI not found
URL
https://animorepository.dlsu.edu.ph/etdb_induseng/8
Keywords Keywords not found

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