Food label reading habits and their correlations with food choice motives among young consumers during the transition to the endemic phase of COVID-19

Abstract

Purpose

This study aims to elucidate the correlations between food label reading habits and food choice motives among young consumers in Malaysia.

Design/methodology/approach

A web-based self-administered questionnaire was hosted on Google Forms and circulated to potential respondents through social media platforms, including TikTok, Twitter, Facebook, Whatsapp, and Instagram. Young adults were required to self-report their socio-demographics, food label reading habits, and food choice motives.

Findings

Of the 310 young consumers, one-tenth (10 %) had never read food labels before purchasing. In general, young consumers who read the food labels had significantly higher mean scores in all food choice motives compared to their counterparts. The list of ingredients, health claims, energy/calories and sugar were the top three pieces of information that the young consumers obtained from food labels. Positive and significant correlations (p< 0.05) were observed between the food label reading habits and food choice motives in young consumers.

Social implications

There is a need to instill the habit of reading food labels among Malaysians, as this may lead to healthier food choices.

Originality

This study is the first to investigate the correlations between food label reading habits and food choice motives among young consumers during the transition to the endemic phase of COVID-19.