IMPACT OF FOOD LABELING ON BUYING BEHAVIOR REGARDING TO HEALTHY NUTRITION Author: NUGZAR TODUA
| Published: 2018-06-25
| Pages: 45-52
To provide the population with healthy nutrition is an urgent problem of any country. According to experts of the World Health Organization, one of the most important factors determining the health and well-being of the population is healthy nutrition. In the context of growing interest in healthy eating, an in-depth study of nutrition practices becomes particularly important, as food norms, traditions and habits are an integral part of everyday life.
Healthy nutrition is an actual problem of modern Georgia. The nutrition of the majority of the Georgian population is unbalanced, incomplete and irregular, therefore, their food supply structure remains unsatisfactory. Under the current economic conditions, many Georgian consumers are switching from natural food products to their cheaper substitutes in order to save money. This trend has a negative impact on the health of the population as a whole.
Studying the attitude of consumers towards healthy nutrition is the decisive issue of social marketing. In the literature of social marketing, much attention is paid to researching how modern life impacts on the practice ofnutrition and what changes occur regarding to the nutrition in everyday life.
Social marketing is the use of marketing concepts in a program designed to influence the voluntary behavior of target audiences in order to improve health in the society. Social marketing is focused on people, their wishes and needs, aspirations, lifestyle and freedom of choice aiming aggregate behavior change. Social marketing uses traditional marketing instruments to promote healthy attitudes and behaviors. One of the important factors of changing healthy behavior is increasing awareness and knowledge in food labeling among the general public. Most part of the population in the world uses the labels on food packaging to make healthier choices. For improving the healthy choice of the consumer,it is important to get the consumer into the habit of checking the label. The ability to choose prepackaged food based on information obtained on its label requires knowledge and ability to read, understand and interpret information.
There are many studies about the impact of food labeling on healthy nutrition, but such studies have not been carried out in Georgian reality. To solve this problem, we conducted a marketing research. Qualitative and quantitative methods have been chosen for studying and respectively, the study consisted of two steps. At the first step the focus group technique has been choosing for the qualitative survey and hypothesis formulation. In the second step the respondents were conducted online and face to face survey through the country. A systematic random sampling method was used.The research tool we chose a questionnaire that consisted of several structured questions. The questionnaire contained the information on the consent and confidentiality of the respondent, as well the study explanation and the filling instructions. A five-point Likert scale was employed. The self-administered survey method was used to avoid errors caused by the subjectivity of the interviewer. Based on this the survey results were analyzed using statistical software SPSS for windows. Along with research methodology we used variance analysis method – ANOVA.
In the work, on the basis of variance analysis, is established dependencies of the influence of consumer awareness about the appointment and requirement of food labeling, as well as the reliability of packaging information on healthy nutrition.
HEALTHY NUTRITION, CONSUMERS, FOOD PRODUCTS, MARKING, MARKETING RESEARCH
- Global Burden of Disease Study (GBD) results tool. (2016 ) Seattle: Institute for Health Metrics and Evaluation.
- The State of Food Security and Nutrition in the World 2017. (2017). Rome: FAO.
- European Food and Nutrition Action Plan 2015–2020. (2015). Copenhagen: WHO Regional Office for Europe.
- Food security, Nutritionand Peace. (2016). Rome: FAO.
- Health 2020: a European policy framework and strategy for the 21 century. (2013). Copenhagen: WHO Regional Office for Europe.
- Second International Conference on Nutrition (ICN2). (2015). Report of the Joint FAO/WHO Secretariat on the Conference.Rome: FAO and WHO.
- Transforming our World: The 2030 Agenda for Sustainable Development. (2015). United Nations.
- United Nations Decade of Action on Nutrition (2016-2025). (2016). Towards country-specific SMART commitments foraction on nutrition. Rome: FAO.
- Ambition and Action in Nutrition 2016–2025. (2017). Geneva: World Health Organization.
- The State of Food Security and Nutrition in Europe and Central Asia. (2017). Budapest: FAO.
- Research on the status of food security and nutrition. (2017).Tbilisi: Oxfam Georgia.
- Donovan, R. (2011). The role of social marketing in public health program.Australian Review Public Health, 10 (1), pp. 23-40.
- Caplan P. (1997). Food, health and identity. London: Routledge.
- Kjærnes U., Ekstrom P., Gronow J., Holm L., &Mäkelä J.(2001). Eating patterns: a day in the lives of Nordic peoples.Lysaker: National Institute for Consumer Research.st
- Charles N.,& Kerr M. (1988).Women, food, and families.Manchester: Manchester University Press.
- Grunert, K. G., Fernández-Celemín, L., Wills, J. M., Storcksdieck Genannt Bonsmann, S., &Nu-reeva, L. (2010). Use andunderstanding of nutrition information on food labels in sixEuropean countries. Z Gesundh Wiss18(3), 261–277.
- Robinson, N. (2014). Ageing population will drive food innovation. Food Manufacture, 89(5),25–2.
- Hieke, S.,& Harris, J. (2016). Nutrition information and front-of-pack labeling: issues in effectiveness. Public Health Nutrition, 19(12), pp. 2103–2105.
- Glanz, K., Rimer, B.,&Viswanath, Th. (2008). Health behavior and health education: theory, research and practice, 4th Ed., San Francisco: Jossey-Bass.
- Gordon, R., McDemont, K., Stead, M. & Angus, K. (2006). The effectiveness of social marketing interventions for health improvement: what’s the evidence?Public Health, 120 (12), pp. 1133-1139.
- Rotfeld, J. (2009). Health information consumers can›t or don›t want to use. The Journal Consumers Affairs, 43(2), pp. 373-377.
- Apil, A., Kaynak, E., & Todua, N. Georgian Consumers Evolution of Products Sourced From a Geographically Close Proximity Country. Journal of Euromarketing, 17 (2008), No. 3/4, pp.199-218.
- Jashi, C.,& Todua, N. Behavior Changing through of Social marketing (Georgian Case).Proceedings of thirdWorld Social Marketing Conference. Toronto (Canada). 2013. pp. 95-97.
- Meskhia, I. (2016). Food security problems in post Soviet Georgia. Annals of Agrarian Science. Vol. 14. pp. 46-51.
- Todua, N., Babilua, P., & Dochviri, T. (2013). On the Multiple Linear Regression in Marketing Research. Bulletin of the Georgian National Academy of Sciences, 7(3), pp. 135-139.
- Todua, N.,&Dotchviri, T. (2015). Anova in Marketing Research of Consumer Behavior of Different Categories in Georgian Market. Annals of›Constantin Brancusi›University of Targu-Jiu. Economy Series, Issue 1, pp. 183-190.
- Todua, N.,and Dotchviri, T. (2015). On the Marketing Research of consumer prices and inflation process. British Journal of Marketing Studies. 3(2), pp.48-57.
- Todua, N., Gogitidze, T.,& Phutkaradze, J. (2015). Georgian consumer attitudes towards genetically modified products.International Journal of Management and Economics, 46(1), pp. 120-136.
- Todua, N., Gogitidze, T., & Phutkaradze, B. (2017). Georgian Farmers Attitudes towards Genetically Modified Crops.Economics World, 5(4), pp. 362-369.
- Todua, N.,& Gogitidze, T. (2017). Marketing Research of Attitudes Towards Genetically Modified Crops by Georgian Farmers. Annals of›Constantin Brancusi›University of Targu-Jiu. Economy Series. Issue 1, pp. 69-76.
- Mghebrishvili, B., &Urotadze, E. (2016). Characteristics of Food Products Labeling in Georgia. Proceedings of International Scientific Symposium “Economics, Business & Finance”, Jurmala, pp. 135-138.
- Todua, N. (2017). Influence of Food Labeling Awereness on healthy behavior of Georgian Consumers. Ecoforum Journal, 6(2).
- Todua, N. (2018). Impact of food labeling on consumers buying decision (Georgian case). International Journal of Innovative Technologies in Economy, (1), 38-43.
- Malhotra, N. (2004). Marketing Research: an Applied Orientation. 4th ed., Upper Saddle River, NJ: Prentice Hall.