THE INFLUENCE OF NUTRITIONAL LABELLING ON CONSUMER PURCHASING DECISIONS: A COMMERCE PERSPECTIVE

Abstract

Abstract Nutritional labelling has become a pivotal factor in influencing consumer purchasing decisions in the contemporary marketplace. This study examines the impact of nutritional information presented on food packaging on consumer behavior from a commerce perspective. By analyzing consumer responses to nutritional labels, this research highlights how transparency in product content can drive healthier purchasing choices, enhance brand trust, and ultimately affect sales performance. The study utilizes both quantitative and qualitative data to explore the effectiveness of various labelling strategies, such as front-of-package labels, health claims, and ingredient lists, in guiding consumer decisions. The findings suggest that clear and accessible nutritional labelling not only fosters informed choices but also serves as a competitive advantage for brands that prioritize consumer health. Implications for retailers, policymakers, and marketers are discussed, with recommendations for optimizing nutritional labelling to align with consumer expectations and regulatory standards.