Food Labels’ impact assessment on consumer purchasing behavior in Malaysia

The purpose of this study is to validate the impact of food
labels among Malaysian consumers using an extended theory
of planned behavior model (TPB). In doing so, the study
assessed the direct and indirect effect of food labeling on
consumer intention to purchase or otherwise the food products
of interest. A stratified random sampling technique was
adopted in selecting 2,014 consumers in Klang Valley, Malaysia.
The results of structural equation modeling supported the
adequacy of the proposed model. This study contributes to
and extends the understanding of food labeling and purchasing
behavior, identifying the rationales for purchasing of food
products with labels that contains information such as halal
logo, ingredients, and nutritive value