THE IMPACT OF CALORIES LABELING ON CONSUMERS’ BUYING BEHAVIOR

Abstract

The objective of this research aimed to study factors as calorie labeling and nutrients information affecting the food and beverage purchasing behavior of customers in Bangkok who exercise and take into account their own health. This research is qualitative research using data obtained from indepth interviews to understand the way of life of people entering the aging society in the future to improve the quality of life and health. To study customer buying behavior, this study focused on five variables: social norms, perceived value as personal benefits, life satisfaction, health benefits, the importance of health, convenience and lifestyle, brand trust, brand reputation, price, and promotion. At this study, only those who exercised regularly were interviewed. This is because it is seen that this group of people is likely to be a healthy group of people and behave suitable for the aging society, including the control of nutrients and calories in meals. The results of the study show that in addition to the aforementioned factors, there is another factor that ultimately causes people to exercise and food controlled, namely illness. The number of calories on a food menu or on a label has very little effect on food choices. People would like to see more specific nutritional numbers in order to be able to more effectively control that nutrient and reduce symptoms of ailments, such as the amount of fat to control weight. In terms of recommendation, influencers are not very effective but they can build awareness about that kind of product, in this case, health food. The second is the food benefits that restaurants and food packaging should show the number of nutrients they need to promote in their products. It can influence customers' buying behavior more than calorie counting. The last factor is price and promotions that affect the frequency of purchase. If it is expensive, you will not go to that shop very often. Moreover, proper daily dietary information and proper nutrition information for patients have a profound effect on dietary choices.