Authors: Edriz Ralph V. Basco, Lemuel Joeb N. Mitra, Crisjessiemae T. Pereyra, Rafael A. Quiogue, Pauline C. Tabelin, Heinz D. Pelayo, and Reyman Gapas

Issue: 2021-2022

Abstract:

This study was conducted to analyze the level of student awareness in terms of the nutritional label of the food they purchase and its effect on their purchasing behavior. The determinants are (1) Desire for Improved Labelling (2) Perceived Behavioral Control (3) Satisfaction on Labelling (4) Attitude (5) Intention (6) Behavior (7) Subjective Norm. The study employed causal-predictive research design that is often used for Partial Least Squares – Structural Equation Modeling (PLS-SEM) by applying a modification of the Technology Acceptance Model and the DeLone-McLean Information System Success Model. A survey data of 115 from college students of Lyceum of the Philippine University Manila was used to test the research hypotheses using stratified sampling method. WarpPLS 7.0 was used to analyze the inferential statistics, reliability, and validity as well as the relation between different factors to determine a relationship between the role of actionable labelling to understanding the gap between consumer attitude and behavioral intention to purchase food products with nutritional labelling. The findings from this study reveal that majority of the respondents have minimal budget for food thus affecting their purchase of food with nutritional label.  Further, it was determined that the Desire for Improved Labelling has a significant positive effect on Perceived Behavioral Control and that Satisfaction on Labelling has a significant positive effect on Perceived Behavioral Control and on Attitude. Aside from this, result indicate that Attitude has a significant positive effect on Desire for Improved Labelling. Moreover, there is a positive and significant influence towards intention in terms of Perceived Behavioral Control, Attitude and Subjective norm. Lastly, results have shown that Intention has a significant positive effect on Behavior.

Keywords: Attitude; Behavior; DeLone McLean Model; Nutritional Labelling; PLS‐SEM.; Technology Acceptance Model