The Understanding of, and Attitude towards Bakery Food Labeling and Their Effects on Consumer Purchase Intention - The Moderating Role of Health Consciousness -

This study examined the awareness, understanding, attitudes, and purchase intention regarding food labeling on bakery products in the context of health consciousness. The purpose of the study was to provide basic data for bakery product labeling, which has been insufficient to date, and to develop measures to expand the labeling system. The results of the study showed that higher subjective understanding and better attitude towards bakery food labeling can positively increase the purchase intention. We believe that the bakery industry needs to promote food labeling proactively, while also developing products addressing health concerns. This study is also valuable to academia because it provides insights into the relationship between the consumer’s understanding of and attitudes towards nutritional information and purchase intention. In addition, it is benefi-cial to the bakery industry because it establishes marketing strategies that increase the purchase intent among both consumers with high health consciousness and those who infrequently purchase baked goods.