Year: 2015, Issue: December

Food labelling awareness and factors influencing purchase behavior : A study of University faculty.
Author:
Ramandeep Kaur and Sonika Sharma
Keyword:
Food labels, Awareness score, Nutritional information, Food brand and purchase behavior
To assess the awareness regarding food labeling a random selection of 240 University faculty from Punjab Agricultural University (PAU) was made and their awareness scores were calculated. It was found that all the respondents scored above average marks as the total awareness score was 68.9%. Professors scored better (69.4%) than their counterparts. Females (69.42%) were more aware about food labels than male respondents (68.50%). Respondents in the income category of 15-20 lacs scored highest (71.64%) followed by income category of 5-10 lacs (69.4%), 10-15 lacs (67.2%) and >20 lacs/annum (66.1%). The factors that influenced the buying behavior of the respondents were nutritional information with the highest score of 85.4%, followed by the food brand (81.2%), flavor (76.2%) and the least importance was given to the price of the food commodity. Further a significant positive correlation was observed between food label awareness of the respondents with nutrition knowledge, trust bestowed on food labels and food purchase behavior.

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