FOOD LABELS BASED ON THEORY OF PLANNED BEHAVIOR IN KLANG VALLEY

Abstract

The Theory of Planned Behavior (TPB) is used as a theoretical framework with an objective of explaining the consumer purchasing behavior which is affected by the uses of food labels for food products in Klang Valley, Malaysia. 300 respondents representing diverse Malaysian consumers were obtained using stratified random sampling technique. The study used primary data collected through self-constructed questionnaires. The study used descriptive analysis, reliability test and factor analysis to identify theimpact of food labels on consumer purchasing behavior. The overall results which are based on the TPB model indicate that the uses food labels have positive significance towards the purchasing behavior of consumer.

Keywords: Theory of Planned Behavior, Food Label, Consumer, Purchasing Behavior