Consumer use of nutritional labelling: Individual characteristics, behavioural and attitudinal factors

Shirley Voo, (2008) Consumer use of nutritional labelling: Individual characteristics, behavioural and attitudinal factors. Masters thesis, Universiti Malaysia Sabah.


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Reading nutritional labels on food packages may improve food choices and enable healthful dietary practices. This study attempts to identify the usage level of nutritional labelling and to examine the relationship between individual characteristics, behavioural, and attitudinal factors with nutritional labelling usage among consumers in Kota Kinabalu, Sabah. The theoretical framework for this study is adapted from Siu & Tsoi (1998), Nayga (1999) and Drichoutis et at. (2005). A structured questionnaire was used to collect information from 222 respondents. The data was analyzed by descriptive statistic, multiple response analysis and multiple linear regression. Of the 222 respondents, 56 respondents (25.2%) claimed that they often use nutritional labelling while grocery shopping, this is followed by 49 respondents (22.1%) who replied always, 46 respondents claimed (20.7%) rarely, 36 respondents (16.2%) said never, and 35 respondents (15.8%) said sometimes. The findings indicate that the usage of nutritional labelling is significantly affected by consumers' level of education, special diet status, smoking status and attitudinal factors (fatthin and contradictory); while age range, gender, being the major grocery shopper as well as the major meal planner and attitudinal factors (dietdisease) do not influence the nutritional labels usage. Understanding the type of consumers and the factors that influence the nutritional labelling usage is crucial for designing effective marketing and nutrition education campaign.

Item Type: Thesis (Masters)
Uncontrolled Keywords: nutritional labelling, diet and disease trend in Malaysia, individual characteristic, behavioural factors, attitudinal factors.
Subjects: H Social Sciences > HF Commerce
Divisions: SCHOOL > School of Business and Economics
Date Deposited: 10 Jun 2013 06:26
Last Modified: 06 Oct 2017 08:42

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