Benchmarking nutrition facts panel label – a consumer ethics perspective using health belief model

Abstract

PurposeThis study examines how health-conscious consumers utilize nutrition facts panel labels when purchasing food products, focusing specifically on the dimension of ethical evaluation. It aims to understand how ethical considerations influence the decision-making process of consumers who prioritize health. By analyzing the impact of ethical evaluation on label usage, the study sheds light on the significance of ethics in consumer behavior in the context of purchasing packaged edible oil.Design/methodology/approachEmpirical data were collected using an online survey and a non-ordered questionnaire. In total, 469 valid responses were obtained. The study used SPSS version 27.0 and SmartPLS version 3 for demographic analysis and structural equation modeling.FindingsThe findings suggest that three factors – perceived benefits, perceived threats, and nutrition self-efficacy, positively impact the use of NFP labels. However, perceived barriers negatively influence the use of NFP labels. In additionally, ethical evaluation mediates the usage of NFP labels.Practical implicationsIn the health belief model, ethical evaluation functions as a mediator and has a greater influence on NFP label use. This study provides a framework for marketers to promote consumer health consciousness by encouraging them to incorporate NFP labels.Originality/valueThis study is one of the first attempts to demonstrate that ethical evaluation mediate health beliefs and the use of nutrition labels.