Abstract
The growing tendency of ultra processed food among consumers hasmotivated practitioners and academic researchers to address the issue. The awareness about healthy packaged food selection is necessary. In the absence of formal education for packaged food consumption awareness, the food label plays a pivotal role. The researchers‟ of the current study have synchronized external factors and personality traits which create awareness among consumers in selecting healthy packaged food items. Authors have employed mixed method. Moreover, for quantitative data sample size was 1070 and for qualitative data there were 20 participants. The data was collected from membership card holders of three big retail outlets. The research model is underpinned with theory of planned behavior for the investigation of consumer‟s intention towards healthy packaged food consumption intention. Results have unfolded that health claims and user friendly food label affect consumer intention with the mediation of attitude. Moreover, subjective norm and self-efficacy were directly effecting on intention. The intended study implies that there are some factors which can develop a sense of balanced packaged food consumption intention among consumers
Keyword(s)
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