Food Labeling and Consumer Behaviour in Punjab’s Agri-food Sector
Published by: Admin
Authors: Shivangi Jain and Ramandeep Singh
Abstract
The present study examines consumer practices and preferences regarding food labeling. Data were collected from 600 respondents across three districts of Punjab through a structured non-disguised questionnaire. The results revealed that a majority of consumers (77.3%) read food labels, with the manufacturing/expiry date, vegetarian/non-vegetarian declaration, name of the food product, and list of ingredients emerging as the primary reasons. The most frequently reported reasons for not reading labels were difficulty understanding (19.3%) and time-consuming (18.8%). Further, consumers indicated a significant preference for making label information easier to understand and introducing front-of-package label formats (p<0.001). Demographic analysis indicated that females, younger consumers, and those with higher educational qualifications placed greater emphasis on labeling information. The findings establish food labeling as a vital policy instrument for promoting consumer safety, informed food choices, and transparency across the agricultural value chain. These findings offer useful insights for policymakers, food manufacturers, and agripreneurs to improve label clarity and effectiveness, thereby guiding consumers in making healthier food choices.