Study of Consumer Awareness on Food Labelling and Use of Pack Information for Purchase of Pre-Packaged Food Products

Purpose – Liberalization of trade, globalization and development in food science and technology has resulted in an increase in trade and consumption of pre-packaged foods. Reading food labelling information is important to assist in making informed choices of food. This study determined level of awareness on pre-packaged food labelling information among consumers in Anand city of Gujarat, India, their perception on the importance of such information and various factors influencing in reading and using food labels. Design/methodology/approach – A semi structured questionnaire was used to collect information from consumers who were found purchasing prepackaged foods in selected modern format retail stores. The obtained data were computed to determine relationships and associations between various factors and the use of food labelling information among consumers in the area of study. Findings – Study revealed that 86.7 per cent of the study participants reported to read labeling information prior purchase of pre-packaged foods. However, only a third of respondents were very much informed about food labelling and computed awareness scores. It was observed that level of education and gender difference had statistically significant association with awareness scores and perception of importance of food labelling. 83.3 per cent of respondents mentioned price of food as the factor for motivating them to read food label before purchase of the food item. Practical implications – Deliberate efforts may be needed to improve food labelling, provide education to consumers to raise their awareness on importance of reading and use of food labelling information to make an informed choice of the food. Originality/value – Determines level of awareness about labelling information among consumers of pre-packaged food products.