Volume 11 - Volume 11
Individual’s Own Consent and External Support Shape Consumer Decision towards Healthy Packaged Food Intention
Abstract
The increasing percentage of processed food has transformed human diseases trends from acute to
chronic diseases which are the cause of unhealthy food choices. To educate consumers the food label
is the most suitable source of information. The primary objective of the current study is to examine
how external factors encourage consumers to purchase package food and to what extent consumers’
inner voice reply. The model was tested on 467 sample size. For the final analysis SEM AMOS was
employed. Results have unfolded the fact that there is partial mediation exist. Conscientiousness has
made relation weaken which indicates that although external factors such as attitude towards food
label and subjective norms are decisive for informed food choices but personality traits’ role is
inevitable. The current study has contributed in existing literature but a comprehensive model
required in developing consumers’ awareness towards selection of right amount package food.
Practical: Food processing companies are designing easy to interpretive labels but the
understanding of consumers’ personality traits can give them competitive edge in market.
Paper Details
PaperID: 2248
Author's Name: Muhammad Zeeshan Zafar, Hasan Zahid, Imran Arshad, Muhammad Imran, Saira Muzaffar and Loh Chik Im
Volume: Volume 11
Issues: Volume 11
Keywords: Conscientiousness, Attitude Towards Food Label, Subjective Norm and Intention to Consume Package Food.
Year: 2021
Month: June
Pages: 1980-1996