ASSOCIATION OF DIFFERENT FOOD LABEL FORMATS WITH HEALTHINESS EVALUATION AND CONSUMER FOOD CHOICES : A STUDY IN KESBEWA, SRI LANKA

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.