K. Devaki A/P Kanapathi

                                        Jabatan Perdagangan, Politeknik Port Dickson, Malaysia

                                  Siti Suhaila Jusoh

                                Jabatan Perdagangan, Politeknik Port Dickson, Malaysia

                                            Emel pengarang koresponden: devaki@polipd.edu.my

ABSTRACT

This research will be related to the factors that influence the level of consumer awareness of food labels when consumers buy the food product. It describes the knowledge of the residents of Port Dickson about the factors they face when buying food products. The objective of this research is to investigate the customer level of awareness toward nutrition label when buying food product, the factor influencing the customer level of awareness in Port Dickson is level of education, consumer knowledge, attitude, and health consciousness. The focus is to identify the level of consumer awareness of label nutrition when purchasing food products. They use nutrition information from other sources and follow it without critical judgement or personal reflection. Methods, residents in Port Dickson participated in this study. The data gathered was analyzed using SPSS version 27. The result shows, consumers with a low level of education who are somewhat interested in nutritional issues do not use labels because they do not understand the information or cannot read it. Therefore, it is important to further explore the possibility the beneficial impact of nutrition label system, including consumer education aspects.