CONSUMER PROFILE REGARDING KNOWLEDGE OF FOOD ADDITIVES AND READING FOOD LABELS
Abstract:
It is known that food labelling could significantly affect consumer purchasing behaviour.
Aim: To identify the profile of the consumer regarding the knowledge about food additives and
reading food labels. Materials and methods: Prospective cross-sectional study for a period of 7
months (September 2020- March 2021), using convenience sampling. The research was based on the
application of a structured online questionnaire developed on the basis of questionnaires used
(successfully) in other similar studies. This questionnaire was designed online using the Google
Forms platform, and was distributed through applications and social networks such as: (WhatsApp
groups, Facebook groups). Results: The total number who met the inclusion criteria in this study was
n = 611 respondents, of whom 12% (n=75) were males and 88% (n=536) were females. Respondents
with a low educational level do not know enough information about food additives (OR = 2.9, 95%
CI: 1.12-3.9, p <.05), read the label only when buying a product for the first time (OR = 0.41, 95IC:
0.26 -9.82, p <.01), when reading the label to check only the expiration date (OR = 6.43, 95% CI:
2.74-15.02, p <.001) and for these people the information on the label is difficult to understand (OR =
2.52, 95% CI: 1.6-468, p <.01). For respondents with income <1500 lei, the information on the label
is difficult to understand (OR = 2.89, 95% CI: 1.24-3.16, p <.05), and they also do not read the food
label (OR = 11.39, 95% CI: 2.44-47.3, p <.001). Conclusion: The profile of the consumer who does
not read the food label is: people with low educational level, low monthly income and age under 35
years.
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