Factors Influencing Consumer Purchasing Intention based on Food Labels

Zul Ariff Abdul Latiff, Nur Aisyah Ruslee, Mohamad Amizi Ayob

Abstract


This is a paper that highlighted on factors that influence the intention of consumers to buy food product based on food labels. Food label consist of any written, printed or graphic information that represent on the package of the product or is exhibited near the food for the purpose of promoting the sale or disposal. There are many factors contributing to the use of food labels on purchasing decision. Hence, the paper discusses on the factors influencing consumer purchasing intention based on food labels.

Keywords


Knowledge; Awareness; Attitude; Subjective norm; Perceived behaviour control

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DOI: http://dx.doi.org/10.3968/8679

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