Analysis of the Purchase Behavior of Higher Education Students of Food with Nutritional Warning Labels

Abstract

The objective of this study is to evaluate the behavior of food purchases with warning labels in students of higher education in Chile, one year after the implementation of the new food labeling law. This study uses an extension of the Theory of Reasoned Action, the variables “nutritional knowledge” and “concern for health" being used to under- stand the attitudes and behaviors of consumers when faced with labeled products.

A questionnaire was applied to 420 students and the data was analyzed through a model of structural equations. The results of this research suggest that the Theory of Reasoned Action allows predicting the buying behavior toward food with warning labels based on their attitude, the social norm and their intentions. A significant relationship was found between nutritional knowledge and concern for health regardings the attitude toward food without warning labels. The results of this study are useful for both government entities and food companies.