Knowledge on Nutrition Labels for Processed Food: Effect on Purchase Decision among Indonesian Consumers
Article Sidebar
-
consumers knowledge, food label, nutrition claim, nutrition label, purchase behavior
Abstract
This study was conducted to observe the relationship between consumers’ knowledge on nutrition labels and the purchasing behavior for processed food products among Indonesian consumers. A crosssectional study was conducted in August‒September 2018 in five different cities of three provinces (Jakarta, Bogor, Depok, Tangerang, and Bekasi). Data were obtained from 400 adult consumers by self-administered questionnaires. The results showed that almost 70% of consumers in Indonesia check food labels; however, from that number only 37.5% paid attention to the nutrition label of a food product prior to making a purchase decision; this was most probably due to their knowledge on nutrition labels that was still poor, as shown by the mean score of 7.7 out of 14 questions (55%). In terms of food groups, milk and dairy products were deemed important by the consumers and the nutrition labels were often checked. When it comes to making a purchase decision, almost all of the consumers (96.0%) had decided to buy food products with nutrition labels as compared to those without. Furthermore, when compared to similar products also bearing nutrition labels, consumers deemed the claims of low fat (28.7%) and low sugar (22.6%) as a sign that the products are healthier and have a better nutrition profile. Knowledge on nutrition labels (OR=1.139; 95% CI:1.016‒1.276; p=0.025) and purchase decision on products with nutrition labels (OR=3.426; 95% CI:1.220‒9.623; p=0.019) were significantly associated with purchase decision for healthier processed food. This study has shown the importance of increasing consumers’ knowledge on nutrition labels in order to achieve a larger impact on food selection, nutrition, and health.
References
Cannoosamy K, Pugo-Gunsam P, Jeewon R. 2014. Consumer knowledge and attitudes toward nutritional labels. J Nutr Educ Behav 46(5):334–340. https://doi.org/10.1016/j.jneb.2014.03.010.
Citisabc. 2018. Jakarta. Citisabc. https://www.citiesabc.com/city/jakarta/ [Accessed 9th February 2021].
Damayanti R, Rimbawan R. 2016. Pengetahuan, persepsi, dan sikap ibu hamil terhadap klaim gizi kaitannya dengan keputusan pembelian produk susu ibu hamil. J Gizi Pangan 11(1):1‒8.https://doi.org/10.25182/jgp.2016.11.1.%p.
Davies P, MacPherson K, Froud E. 2010. Evidence review of public attitude towards and use of general food labelling. http://citeseerx.ist.psu.edu/viewdoc/download;jsessionid=956DE357C4B45410F288E2AFAB94A660?doi=10.1.1.557.8405&rep=rep1&type=pdf [Accessed 12th September 2020].
Graham DJ, Jeffery RW. 2011. Location, location, location: Eye-tracking evidence that consumers preferentially view prominently positioned nutrition information. J Am Diet Assoc 111(11):1704–1711. https://doi.org/10.1016/j.jada.2011.08.005.
Graham DJ, Laska MN. 2012. Nutrition label use partially mediates the relationship between attitude toward healthy eating and overall dietary quality among college students. J Acad Nutr Diet 112(3):414–418. https://doi.org/10.1016/j.jada.2011.08.047.
Indonesia Food and Drug Authority. 2018. Peraturan Badan Pengawasan Obat dan Makanan Nomor 31 Tahun 2018 Tenatng Label Pangan Olahan. Jakarta (ID): BPOM RI.
Indonesian Food and Drug Authority. 2019.BPOM Regulation Number 22 Year 2019 about Nutritional Value Information on Processed Food Labels. Jakarta (ID): BPOM RI.
Jackey BA, Cotugna N, Orsega-Smith E. 2017. Food label knowledge, usage and attitudes of older adults. J Nutr Gerontol Geriatr 36(1):31–47. https://doi.org/10.1080/21551197.2017.1280868.
Jacobs SA, de Beer H, Larney M. 2011. Adult consumers’ understanding and use of information on food labels: A study among consumers living in the Potchefstroom and Klerksdorp regions, South Africa. Public Health Nutr 14(3):510–522. https://doi.org/10.1017/S1368980010002430.
Kumalasari H, Sjafei NJ. 2013. Analyzing the effect of health and appearance consciousness on intention to calculate calorie information if displayed at fast food restaurant menu. Journal of Business Strategy Execution 5(2):104–130.
Kumar N, Anand S. 2016. The attitude of Indian youth toward nutrition: Factors, segments, and implications. J Food Prod Mark 22(8):967–985. https://doi.org/10.1080/10454446.2015.1121421.
Kumar N, Kapoor S. 2017. Do labels influence purchase decisions of food products? Study of young consumers of an emerging market. Br Food J 119(2):218–229. https://doi.org/10.1108/BFJ-06-2016-0249.
Kurnia P, Wardhani DTK, Hariyani R. 2016. Consumer attitudes, nutrition knowledge, and use of nutrition information on the labels of packaged drinks among adolescents in Surakarta, Indonesia. Proceeding International Conference on Health and Well-Being (page 253–264), 27–28th May. Surakarta (ID): Faculty of Health Science & Faculty of Psychology Universitas Muhammadiyah Surakarta.
Mhurchu CN, Eyles H, Jiang Y, Blakely T. 2018. Do nutrition labels influence healthier food choices? Analysis of label viewing behaviour and subsequent food purchases in a labelling intervention trial. Appetite 121:360–365. https://doi.org/10.1016/j.appet.2017.11.105.
Miller LMS, Cassady DL. 2012. Making healthy food choices using nutrition facts panels. The roles of knowledge, motivation, dietary modifications goals, and age. Appetite 59(1):129–139. https://doi.org/10.1016/j.appet.2012.04.009.
Miller LMS, Cassady DL. 2015. The effects of nutrition knowledge on food label use. A review of the literature. Appetite 92:207–216. https://doi.org/10.1016/j.appet.2015.05.029.
Muhamad N, Leong VS, Md Isa N. 2017. Does the country of origin of a halal logo matter? The case of packaged food purchases. Review International Business and Strategy 27(4):484–500. https://doi.org/10.1108/RIBS-06-2017-0049.
Rachmi CN, Hunter CL, Li M, Baur LA. 2018. Food choices made by primary carers (mothers/grandmothers) in West Java, Indonesia. Appetite 130:84‒92.https://doi.org/10.1016/j.appet.2018.08.005.
Ruwani A, Retnaningsih R, Simanjuntak M. 2014. Nilai dan tipe konsumen rumah tangga dan kaitannya dengan perilaku pembelian produk makanan kemasan. Jurnal Ilmu Keluarga Konsumen 7(1):48–57. https://doi.org/10.24156/jikk.2014.7.1.48.
Siregar R, Alam A. 2018. Halal label on food products by MUI (Indonesian Ulama Council) and students purchasing decision of Faculty of Business and Economic Universitas Muhammadiyah Surakarta. Journal of Islamic Economic Laws 1(1):1–30. https://doi.org/10.23917/jisel.v1i1.6163.
Steinhauser J, Janssen M, Hamm U. 2019. Who buys products with nutrition and health claims? A purchase simulation with eye tracking on the influence of consumers’ nutrition knowledge and health motivation. Nutrients 11(9):2199. https://doi.org/10.3390/nu11092199.
Sumarwan U. 2011. Perilaku Konsumen. Bogor (ID): Ghalia Indonesia.
Sumarwan U, Simanjuntak M, Yuliati LN. 2017. Meta-analysis study: Reading behavior of food products label. Journal Consumer Sciences 2(2):26–40. https://doi.org/10.29244/jcs.2.2.26-40.
Vemula SR, Gavaravarapu SM, Mendu VVR, Mathur P, Avula L. 2014. Use of food label information by urban consumers in India–a study among supermarket shoppers. Public Health Nutr 17(9):2104–2114. doi:10.1017/S1368980013002231
Authors
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Article Details
