Randomized mock-package experiment on consumers understanding and attitudes towards healthier choice logo and nutrient content claim in Selangor, Malaysia

Ab Rahman, Siti Nor Ain (2021) Randomized mock-package experiment on consumers understanding and attitudes towards healthier choice logo and nutrient content claim in Selangor, Malaysia. [Project Paper] (Submitted)

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Abstract

According to National Health and Morbidity Survey (NHMS) 2019 one in two adults in Malaysia were overweight and obese, hence issues of overweight and obesity is a prominent health concern in Malaysia (NHMS, 2019). Food labelling such as Healthier Choice Logo (HCL) and Nutrient content claims (NC) can be considered as an important tool to overcome the issue. Healthier Choice Logo’ is easy to understand signal to help consumers in making a healthier choice within the same category of food products, whereas NC claims provide the consumers with nutrient description of food products. In this study the consumers understanding, attitudes toward HCL and NC claims and purchase intention were assessed. A total of 110 respondents with a mean age of 24.30 ± 4.08 years were recruited through online survey posted on social media (Facebook and Instagram). The results showed there were significant difference found in consumers attitudes towards mock packages bearing difference nutrition labeling (HCL labelling, NC claims and normal labelling) for perceived attractiveness [F(2,108) = 10.94, p<0.001, ŋ2 = 0.17], perceived credibility [F(2,108) = 3.34, p = 0.039, ŋ2 = 0.06], perceived clarity of the wording of the claims [F(2,108) = 12.62, p<0.001, ŋ2 = 0.19] and perceived product healthiness [F(2,108) = 18.26, p<0.001, ŋ2 = 0.25]. In addition, there were also significance difference found in consumers purchase intentions [F(2,108) = 26.36, p<0.001, ŋ2 = 0.33], claims influence [F(2,108) = 12.49, p<0.001, ŋ2 = 0.19] and perceive usefulness of nutrition labelling [F(2,108) = 8.22, p<0.001, ŋ2 = 0.13]. In conclusions, most of the participants in the study showed more acceptance towards NC claims followed by HCL labels, whereas normal labelling was the least accepted.

Item Type:	Project Paper
Faculty:	Faculty of Medicine and Health Science
Depositing User:	Ms Norafizah Radzuan
Date Deposited:	04 Sep 2023 04:22
Last Modified:	04 Sep 2023 04:22
URI:	http://psaspb.upm.edu.my/id/eprint/1406

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