Relationship Between Nutritional Label and Purchasing Decision on Adults in Setapak, Kuala Lumpur

Nutritional label was used to provide the information to the consumer about the nutritional properties of a food product, and this could help them in selecting among various types of products and buying nutritious food and could consume healthy daily diets. This study was to determine the relationship between nutritional label and purchasing decision; relationship between nutrition knowledge and adults’ purchasing decision; relationship between nutrition knowledge and usage of nutritional label; association of information and use of nutritional label, and the information in nutritional label that is most concerned by adults. This study was conducted on adults with age within 18-55 years old in Setapak, Kuala Lumpur. 384 questionnaire is distributed to subjects in Setapak area. This questionnaire is given and a face to face survey was conducted with the subjects. Data was analyzed by Statistical Package for Social Science (SPSS), version 23.0. Results revealed there was significant association between nutritional label and purchasing decision; nutrition knowledge and adults’ purchasing decision; nutrition knowledge and usage of nutritional label; association of information and use of nutritional label (p<0.05). Most of the subjects (85.7%) used the nutritional label when purchasing food products and majority of the subjects had high level of nutritional knowledge (41.4%). The information on nutritional label mostly used by subjects were calories and vitamin and minerals. In short, use of nutritional knowledge did affected purchasing decision of adults.