Factors Affecting Consumers Intention to Use Calorie Labelling and the Influences on Consumers Choices
Calorie labeling is an attempt to educate consumers about the calorie content of the food. While menu labelling is an attempt to educate consumers about nutrition value of the foods. the importance of using calorie labeling has been highlighted in many studies in the past especially in US where this law first originated. Although public health programs are educating public on obesity but still this phenomenon is a serious problem in Indonesia. the latest news regarding obesity in Indonesia stated that 67% of Jakartans are overweight or obese. It indicates that Indonesia and America actually have very similar obesity rates. This study identified factors that influence intention to use calorie labeling in Jakarta area. the research was conducted among 99 adults in Jakarta. Respondents completed a self-administrative questionnaire which was adapted from previous studies. Results revealed that Nutritional Knowledge and Subjective Norms had statistically significant positive association with Intention and each was significant predictors of intention to use calorie labeling and together explained 30% of its variance. the most effective factor was Nutritional Knowledge, followed by Subjective Norms. the outcomes of this study suggested that Attitude and Perceived Behavioral Control of consumers does not have effect on consumers intention to use calorie labeling; therefore public health promoter should start campaigning more about the benefits people gained from eating healthy. So, people might change their mind or perception regarding healthy food and start making it more favorable for them.
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