Abstract:
Food labels play an essential role in enabling consumers to make informed food
choices and ensuring fair trade in the food industry. In Sri Lanka, numerous
studies have explored the Traffic Light System, creating a notable gap in
understanding the associations of different food label formats with healthiness
evaluation and consumer choices. This study explored the variations in
consumer awareness, knowledge, attitudes and food label utilization across
different demographic factors. Further, determined how consumer awareness,
knowledge, attitudes, and label utilization relate to their evaluation of foods and
their food choices. Finally, the associations of different food label formats with
consumers’ healthiness evaluation and their food choices during purchasing
were evaluated. The study involved 383 participants from the Kesbewa area
using an interviewer administered questionnaire in the Sinhala language, and a
consumer study comprising a choice task and a rank task comparing four label
formats, including the Traffic Light System, Nutrition Fact Panel, Nutrition Fact
Panel with Daily Values and Simple Statements. Statistical analysis was
conducted using R Studio. Results indicated that consumer awareness,
knowledge, attitudes and label utilization varied with gender, education level,
income level, and health conditions. Both healthiness perception and consumer
food choices were strongly and positively correlated with consumer knowledge,
attitudes, and food label utilization. The Traffic Light System and Nutrition Fact
Panel with Daily Values showed potential positive associations with improved
nutritional choices, but lacked statistical significance. The Traffic Light System
and Simple Statements were more effective than the Nutrition Fact Panel in
enhancing the correct nutritional ranking of food. Educational and intervention
strategies addressing the above demographic differences could promote better
understanding and food label utilization for healthier choices. Descriptive front
of pack food labels are more effective than numerical back of pack food labels
in assisting consumers' healthier purchasing. Therefore, the government,
relevant authorities, together with the food industry, should prioritize
introducing and implementing descriptive food labels to enable consumers to
make healthier food choices.
