INFLUENCE OF NUTRITIONAL FACT ON CONSUMER PURCHASE PREFERENCE FOR LOCALLY PRODUCED FOOD OF EASTERN SAMAR

This study examined the influence of nutritional labeling on consumer purchase preferences for locally produced food products in Eastern Samar, Philippines. Specifically, it aimed to determine the extent to which consumers consider nutritional information, assess their purchase preferences in terms of intention to buy, visit, and recommend, and identify the relationship between nutritional label use and purchase preferences. A quantitative descriptive-correlational research design was employed, involving 100 consumers selected through convenience sampling. Data were collected using an adapted survey questionnaire and analyzed using descriptive statistics and Pearson correlation. Findings revealed that consumers demonstrate a very high level of consideration for nutritional labels, particularly in checking ingredients, expiration dates, and health-related information. Results also showed that consumers exhibit a strong preference for locally produced products with clear nutritional labeling, indicating strong intentions to purchase, visit stores, and recommend them. Furthermore, a moderate, statistically significant relationship was found between the extent of nutritional label use and consumer purchase preferences (r = 0.537, p < 0.05), suggesting that greater engagement with nutritional information leads to more informed, health-conscious purchasing decisions. The study concludes that nutritional labeling plays a crucial role in influencing consumer behavior and promoting healthier food choices. It highlights the importance of clear, accurate, and user-friendly labeling, as well as the need for enhanced nutrition education. The findings provide valuable insights for local producers, policymakers, and health educators to improve labeling practices and encourage informed consumer decision-making.