Consumers' prepurchase satisfaction with the attributes and information of food labels

This study aimed to describe consumers' retrospective satisfaction with food labels within the expectancy (dis)confirmation paradigm and to investigate the likelihood of food labels influencing consumers' product choices. A quantitative, descriptive, cross-sectional survey approach was followed to explore and describe consumers' satisfaction with attributes of and information on food labels. Self-administered questionnaires (n=279) were distributed in Gauteng, South Africa, through convenience sampling. On average, respondents were dissatisfied with label attributes (believability, readability, comprehensibility and adequacy) and with primary information (expiry date, allergens, nutrition/health, ingredient list, quality guarantees), but satisfied with secondary information (usage instructions, manufacturer name, symbols, serving numbers, country of origin). Respondents had higher expectations of primary information and considered it more influential for their purchasing decisions and, therefore, judged the performance of this information more critically than the secondary information. When amendments to and the presentation of food label information are considered, primary information should be a priority. Consumers, who are satisfied with food labels, might be inclined to choose one product over another. This study was the first of its kind, linking satisfaction and product choice to different dimensions of food labels.