THE EFFECT OF NUTRITIONAL LABELLING ON CUSTOMER BUYING BEHAVIOR TOWARDS HYDROXYLCUT IN MALAYSIA

Abstract

Both the developed and developing nations are affected by nutrition labeling The widespread nutritional labelof international brands is beginning to be a grave trouble universally and an astonishing growth in the act of nutritional producthas been observed in the past two decades. Malaysiais amongstthe countries where nutritional productsgoods are operatedin the markets publicly. Original manufacturing companies, government returns, andconsumers in the country are being deleteriously impacted due to extensive purchases of nutritional products.As the number of diet related problems increases from time to time, consumers nowadays are very health conscious about their diet. Nutritional labeling may guide them to assist the food choice. It provides and conveys a lot of information especially nutrient content to the consumers. Hence, this study aims to achieve 3 objectives such as to identify the nutritional labeling awareness among different groups of consumers, toexplore the importance of nutritional labeling among consumers in purchasing the product and to discuss the different methods in promoting nutrition labeling among consumers. Secondary data was used as the main reference and discussion has been done that are related to the objectives. It can be concluded that there are a few differences regarding the awareness of nutritional labeling among different groups of consumers. The importance of nutrition labeling has been identified, and most of them give positive result to the consumers and manufacturers. Comparison to other countries showed that Malaysia may need new approaches in promoting nutrition labeling compared to other well developed countries such as the United States of America and Belgium. Hence, it is recommended to educate the consumers, manufacturers and retailers in taking serious parts in promoting nutritional labelingto the public. A sample of 150participants were selected based on non-probability convenience sampling from Malaysia, comprising of both male and female of ages 18 years and above, to answer the survey questions. The data was then statistically analyzed using the IBM SPSS 22 software