Structural Equation Modeling in Awareness and Attitude of Consumers Toward Food Labels

Background and purpose: Labelling is a communication tool between the manufacturer/ distributor and customer which includes all optional and mandatory information about a product. Awareness and education are the primary steps in forming a positive attitude toward food labels. The purpose of this study was structural equation modeling in awareness and attitude of consumers about food labels in Sari, north of Iran. Materials and methods: This survey research was performed in 2019. The research population included all food consumers in Sari, of whom 167 were selected as the study sample based on Cochranchr('39')s formula.  Data were collected using a researcher-made questionnaire. According to the average variance extracted (0.501 >AVE< 0.621) and composite reliability (0.823 >CR < 0.941), the questionnaire had a convergent validity and appropriate reliability. SPSS V16 and SmartPLS 2.0.M3 were used to analyze the data. Results: The study showed that characteristics of the products and food labels, and consumer’s age, and educational level had significant effects on their awareness of food labeling (P<0.01). The awareness of the consumers about food labels and consumer’s age were found to significantly influence their attitude toward food labels (P<0.01). Conclusion: Efforts should be done to increase consumers awareness about food labeling which consequently improves their ability to interpret food labels and their attitude towards food labels.