Influence of Food Label Information on Young Adults' Traditional Food Purchase Intentions

Dr. Ricki Anderson; Dr. Rachel Doreen Kwamboka; Dr. Marcel Nguyen

Authors

Dr. Ricki Anderson Lecturer, Faculty of Food Science and Technology, Universiti Putra Malaysia (UPM), Selangor, Malaysia
Dr. Rachel Doreen Kwamboka Lecturer, Faculty of Food Science and Technology, Universiti Putra Malaysia (UPM), Selangor, Malaysia
Dr. Marcel Nguyen School of Health Sciences, University of Sydney, Sydney, Australia

Keywords:

Food labeling, traditional food, purchase intention, young adults

Abstract

This narrative review examines the impact of food labeling information on the purchase intention of traditional foods among young adults. Traditional foods, while culturally significant and often perceived as healthy, face unique challenges in a market increasingly driven by informed consumer choices. Food labels serve as a critical communication tool, providing details on ingredients, nutritional value, origin, and preparation methods. This review synthesizes existing literature on consumer behavior, food perception, and the role of information in purchase decisions to understand how young adults, a demographic highly influenced by health trends and ethical considerations, respond to such labeling when considering traditional food products. Findings suggest that clear, comprehensive, and trustworthy labeling can significantly enhance perceived quality, reduce information asymmetry, and ultimately bolster purchase intentions for traditional foods among this demographic. The study underscores the importance of strategic labeling for the sustainability and market expansion of traditional food businesses.

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