The Consumers’ Perception、Attitude and Consumption Behavior towards Nutritional Label-A Study of Taichung City

• Main Authors: Ming-Hsiu,Liang, 梁銘修
• Other Authors: Pei-Chi Peggy Chen,Ph.D.
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/47137818206127530276

碩士 === 東海大學 === 食品科學系 === 92 === Nutritional Label implemented in Taiwan for some years, is it really useful or reference valuable for the consumers ﹖Do consumers need Nutritional Label to make buying decision on food is the question to ask？ Therefore, the study intents to understand consumers’ perception、attitude and consumption behavior towards Nutritional Label. The further understanding of the consumer behavior will be helpful for firms to develop new products or to develop products’ promotion strategy. In the meantime, the findings will be also helpful for government to adjust and improve the ongoing policy for advocating and promoting the nutritional education. The research was conducted in Taichung area.It was implemented by using a questionnaire to interview the consumers by the researcher. The investigative period started from March 31 to April 17, 2004, and there are 234 valid questionnaires. This research used Chi-Square and student t test to examine the studying hypotheses. The major findings of this research has been summarized as follows： 1. In this study, about 60﹪of the consumers would read Nutritional Label. In all of the demographic items except for 〝age group of 51~60 years old〞and 〝self-employment〞, those who read Nutritional Label are more than those who don’t. It’s also found the education level is positively correlated to the attention paid to Nutritional Label. 2. The consumers of sex in women, age in 21~30 years old, the degree of education in college, career in student, marriage in single, income below 30,000 dollars paid more attention to the Nutritional Label. They had more positive attitude towards perception、attitude of Nutritional Label. 3. The findings of this research of Taiwanese consumers’ perception、attitude towards Nutritional Label were very similar to the studies of other countries’. Therefore, this research indicate that human’s behavior towards Nutritional Label wasn’t very different among different countries and areas. 4. Most of the perception variable and attitude variable was found to have important influence on consumption behavior. However, the perception and attitude of 〝labeling on fixed style〞and 〝Nutritional Label has a verification mark〞do not seem to affect consumption behavior towards Nutritional Label. It might be because that the nutritional claim was in doubt or the consumers didn’t understand Nutritional Label very well. 5. To compared two groups’ life style and attitudes between the〝reading Nutritional Label〞group and 〝not reading Nutritional Label〞group, fourteen questions of Healthy Lifestyle was extracted into six parts. There are〝The health of family and myself〞、〝Self values and beliefs〞、〝The choice of healthy food〞、〝Attention to healthy food〞、〝Purchasing behavior〞and 〝Healthy attitude〞. From the parts of 〝Self values and beliefs〞and 〝Purchasing behavior〞, it is found that consumers who read Nutritional Label were healthier than those who don’t.