Analysis of Food Label Reading Behavior

This study aim to describe behavior of food label reading, analyze the influence of information exposure, motivation, knowledge of labels and perception of label on food label reading behavior. The research model was developed and tested on 226 respondents who at least 19 years old and has brought five food category (beverages, milk, biscuit, instant food and snack) in the latest six months. Assessment of the research was conducted by SEM and processed by LISREL software. The result indicates that information exposure, motivation and knowledge of labels significantly related with perception and the information exposure, motivation, knowledge of labels and perception significantly related with label reading behavior. Besides, this research also finds out the label attributes that are most often read by respondents. The three main results are the respondents read brand name first, then product name and best before date on the food label.