PROMOTING FOOD PREFERENCE AT UNIVERSITY SHOPPING CENTRE THROUGH FOOD LABELING: THE NIGERIAN PERSPECTIVE

Abstract

Global standard on food policies is expected to cover food labeling of product packages and food in the restaurant menu. This study seeks to establish the influence of food labeling on consumers’ buying choice. The cross-sectional survey was carried out at Enugu amongst academic staff and students of Enugu State University of Science and Technology and University of Nigeria, Enugu Campus, that consume labeled food products. A 5-points likert structured questionnaire was used to collect data from a sample of 400 respondents using convenience sampling method. The data so collected were analyzed using SPSS version 23, whereas the hypotheses for the study were tested using Pearson Correlation Technique and Chi-Square (x²) statistical tools. Findings revealed that certain label characteristics such as information on food ingredients and nutrition values, label colour and health and safety information found on the product labels significantly and positively influence consumers’ buying choice. The researchers thus concluded that product label characteristics significantly and positively influence consumers’ food buying choice and recommended that packaged food manufacturers and marketers should strictly engage in effective products labeling that result to buying cue such as; ingredients and nutrition values, attractive and informative colour, and health and safety of packaged product offered for sale. Further, create more awareness and engage in regular research to enhance consumers appropriation of elements of product label.