Impact of Food Labeling on Consumer Behavior

The current study evaluates the development and perspective implication of social marketing interventions for empowering healthy   life and well-being of the population in Georgia.   The objective   of the research is   to analyze   the impact of food   labeling for   healthy behavior change of Georgian consumers.   The study  revealed the   strong correlation between awareness and education of consumer   on food labeling and healthy behavior changing. One of the  important factors  of  changing  healthy behavior  are  increasing  awareness and   knowledge  in  food  labeling  among the general publics.  Despite that Association Agreement with Europe   requires implementation of new obligations regarding food security and nutrition policy Georgia faces challenges in this regard. The majority of the consumers are not satisfied with the food labeling in the local market.  It is urgent to provide   such public health policy,   that has the effect of improving the availability, affordability and appropriateness of healthy   behavior of the consumers.   Consolidated work of    government, business and civil society should be guaranteed for encouraging healthy behavior for  the well being of the population. Social marketing promotion strategies such advertising, public relations and sales promotion have a positive role to encourage of consumer attention on food labeling. 

The study of survey explores the significance   of consumer awareness and education level   of regarding food labeling, ability to interpret food labeling information while making purchasing decisions regarding   food products.   This study found, that   consumers  have a certain   view   about food labeling. But their level   of awareness on food labeling is rather low. Most of respondents   receiving essential   information regarding food labeling from internet resources, relatively less respondents get the information from special literature, mass media and word of mouth. Georgian National Health Strategy recognizes nutrition, as a priority in public health care issue. It is urgent to provide   such public health policy,  that  has the effect of improving the availability, affordability and acceptability of healthy   behavior of the consumers. One of the significant actions in this regard is raising public awareness on food labeling   there is a significant progress in terms of food safety and nutrition policy in Georgia. However, the country still faces some serious challenges in this field.  The majority of the consumers are not satisfied with the food labeling in the local market.  It’s important   to elaborate national   food safety strategy and nutrition policy   to respond to the current challenges of Georgia. Obviously,   implementation of the obligations according   the Association Agreement with EU is   significant for Georgia, which requires the concerted effort of   governments, private sector and civil society for encouraging healthy behavior for wellbeing of the population. It should be noted that the consumer perception regarding social marketing intervention is very positive.   After increasing awareness of consumers of food labeling,   they pay attention to the quality, design and innovation of food products, as well as promotion strategies such advertising, public relations and sales promotion. Social Marketing interventions will help to elaborate food standards of health products, to create an enabling institutional environment for successful implementation of nutrition policy and healthy behavior change of the consumer.