A Review on the Effects of Nutritional Labelling on Consumer Buying Behaviour

Nutrition label defines the nutrient content of a food and is envisioned to guide the consumer in food selection. In today’s era of Health and Wellness people are a lot aware about the ingredients that are harmful for them, so they actively try to consume those products which suit their requirements and which are not harmful. A label consists of a lot of information like date of manufacturing, date of expiry, the contents of the container and also the nutritional facts. Earlier people only used to look up the label for the date of manufacturing and expiry but now they are moving towards reading and understanding nutritional part as well. This paper is a review of select papers on the effect of nutritional labelling on consumer buying behaviour. The researcher has read a number of papers published during last 15 years all over the world and has made a conclusion on the effect labels have on buying behaviour of consumers