Evaluation of Consumers’ Awareness on Importance of Reading Food Labelling in the Kumasi Metropolis (Ghana): The European Conference on Psychology & the Behavioural Sciences 2014 Official Conference Proceedings

Many diseases are diet related and can be managed or prevented by eating the right food. Sufficient information is needed at the point of purchase to guide the consumer. But how many people read food labels? This research assessed consumers’ level of awareness on the importance of reading food labels. 400 respondents were selected purposively to assess their level of awareness in reading food labels, 50 respondents were observed on buying behavior. It was found out that all, 100% respondents have appreciable knowledge on food labels. 95% check food labels before purchasing. 85% and 75% check list of ingredients and expiry date respectfully. The results indicated that people are getting more informed and health conscious, however, forgetfulness, negligence and time constraints were the barriers to reading food labels. The researchers recommended future study on people’s behaviour towards reading of food labels, consumer awareness educational campaign to help overcome these barriers.