Journal
JOURNAL OF FOOD PRODUCTS MARKETING
Volume 23, Issue 7, Pages 835-856Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/10454446.2017.1244796
Keywords
Friendly food label; personality traits and packaged food consumption intention
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The objective of the present study was to examine the effect of friendly food labels on packaged food consumption intention. A questionnaire method was adopted for data collection. The data were collected from 14 Pakistani universities. The systematic random sampling technique was used to draw the required sample size. The sample size was 365, where 730 questionnaires were distributed among students of 14 universities to achieve the required sample. Findings disclosed that a friendly food label has a positive and significant relation with packaged food consumption intention. But in the intervening effect of personality traits between exogenous and endogenous variables, only three personality traits have positive significant mediation-extraversion, conscientiousness, and openness-whereas no mediation was found with neuroticism and agreeableness. Studies have unveiled the fact that there is need to investigate the decisiveness of personality traits for the selection of healthy food (Friedman & Kern, 2014).
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