The Menu Revealed The Menu Revealed: Unpacking the Influence of Nutrition Labelling on Fast Food Choices

Abstract

This study delves into the intriguing realm of fast-food consumer behavior, focusing on the pivotal role of nutrition labelling in shaping purchasing intentions. Through the Theory of Planned Behaviour lens, the research investigates how nutrition information influences consumer choices, with a specific focus on students at UiTM Pulau Pinang, Permatang Pauh. Aligned with Sustainable Development Goal 3 (SDG 3), which aims to ensure healthy lives and promote well-being for all at all ages, the study explores the potential of nutrition labelling to enhance consumer health consciousness. Employing a survey methodology, the study captures valuable insights into customer attitudes toward nutrition labelling and its impact on their fast-food consumption habits. Analysis using SPSS 28 software reveals significant positive correlations between the Theory of Planned Behaviour constructs, indicating a shift towards health consciousness among fast food consumers. Notably, the inclusion of nutrition information on menus emerges as a key driver influencing customers' future purchase intentions, encouraging them to opt for healthier meal choices. This research sheds light on the evolving landscape of fast-food consumption, highlighting the growing importance of nutrition labelling in catering to health-conscious consumer preferences. The findings offer practical implications for fast food establishments, emphasizing the potential benefits of incorporating nutrition labelling into their menus to attract and retain health-conscious consumers. While the study's scope is limited to a specific student population, it provides a springboard for future research to explore similar trends in broader consumer segments.