1Asst. Professor, Department of Commerce, Sri Kanyaka Parameseari Arts and Science College for Women, Chennai, Tamil Nadu, India
Health is a major sources living. Fast and irregular food habit and unhealthy practices of individuals, in modern days tax more on health. “You cannot buy your health; you through health living.”-Rightly said by Joel Fuhrman. The study investigates the impact of nutrition labeling on buying behavior. Structured questionnaire was employed and circulated to departmental shoppers in Chennai. Regression is employed to identified impact of the predominate factors of nutritional labeling which influencing the buying behavior of consumers. Result highlighted that trust on nutritional labeling; education level and nature of food habit of consumer impact the factors influencing the nutritional labeling. Buying behavior is impacted by mindful buyer and ignorant buyer positively and negatively.
The study concludes that nutritional labeling is attracted by the few buyers like healthy diet seekers, people in cure of unhealthy food practices and old age people.
Nutritional labeling, healthy food practices, healthy diet
