Title: Awareness and willingness to pay for nutritional labelling of food products among young consumers: a cross-sectional analysis

Authors: Pooja Kansra; Pawan Kumar

Addresses: Mittal School of Business, Lovely Professional University, Jalandhar, Punjab, India ' Mittal School of Business, Lovely Professional University, Jalandhar, Punjab, India

Abstract: Nutritional labelling plays a vital role to provide valuable nutrition information to the consumers. Thereby, in the present paper, an attempt was made to examine the awareness and willingness to pay for the nutritional labelling of the food products. The study was based on a structured questionnaire-based survey conducted in the state of Punjab, with a multi-stage stratified random sample of 300 respondents. The data were analysed with descriptive statistics and logit regression. It was witnessed that the majority of the respondents were aware but hold different perceptions towards nutritional labelling. Through an empirical study involving young consumers, it was found that willingness to pay for nutritional labelling was associated with gender, income, education, marital status and awareness. Therefore, present study suggested that manufacturers of food products should focus on these factors to target young consumers.

Keywords: awareness; buying behaviour; determinants; health; impact; nutritional labelling; perceptions; willingness; young; logit regression.

DOI: 10.1504/IJSSOC.2022.127987

International Journal of Sustainable Society, 2022 Vol.14 No.4, pp.348 - 359

Received: 28 Apr 2021
Received in revised form: 07 Dec 2021
Accepted: 03 Jul 2022
Published online: 03 Jan 2023 *

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