CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

Food is a necessary part of life, but for it to serve its purposes, it needs to be

nutritious and well-balanced. One of the most challenging and intricate goals that

public health is attempting to accomplish globally is the promotion of good food

and lifestyle choices (Viola et al., 2016). In the Eastern Mediterranean Region, the

prevalence of chronic diseases linked to poor nutrition, such as cancer, diabetes,

heart disease, and obesity, is rising. Dietary habits, lifestyle choices, food intake,

and nutrition are all major risk factors for many illnesses. The World Health

Organisation created a regional nutrition strategy to combat the rising prevalence

of non-communicable diseases and obesity by tackling the problem of

overnutrition. Establishing food labelling standards and improving product

labelling, particularly for goods with high fat, sugar, and salt content, was one of

its key initiatives (WHO, 2021).

Any textual, printed, or graphic information found on a label attached to food or

placed next to it is considered labelling. Its goals are to protect consumers' interests

and health, assist them in making the best decision, and ensure that they have full

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access to information on the composition and content of products. It offers details

on the quality, origin, processing, preservation, and composition of the materials as

well as their relative proportions (Martini & Menozzi, 2021). According to Lin et

al. (2014), a label serves as a source of information for customers, educating them

about food products and dietary requirements. It is the only way to make

appropriate dietary choices, according to Davies & Smith (2014). Moreover, label

supply is a crucial component of consumer protection. Cowburn & Stockley (2014)

contend that customers have an equal right to information about the nutritional

value of the foods they choose to buy as they do about the food's origin and safety.

As a result, owners of food businesses are required to give customers a product that

complies with health safety regulations, which includes giving them access to

information on food labels that is consistent, clear, and supported by evidence in

order to safeguard their interests and well-being (WHO, 2021). Food labelling has

been acknowledged as a crucial tool for public health, with the goal of educating

people about the food they eat and fostering a supportive environment that

motivates people to make better food choices when grocery shopping, developing

eating habits, and lowering the prevalence of non-communicable diseases linked to

poor eating habits and lifestyle choices (Thow et al., 2020). The majority of

prepared foods, including breads, cereals, canned and frozen goods, snacks,

desserts, and drinks, must have food labels. Additionally, a list of ingredients,

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nutritional information, a statement of any food allergies, and date marking must

be provided (Ministry of Economy and Trade, 2018).

Furthermore, a variety of factors, such as comprehension challenges, promotions,

pricing, educational attainment, focus, and the need to commit the information to

memory in order to use it in a subsequent food-related decision, affect consumers'

attitudes on the use of food label information. As a result, a mix of these elements

could influence a customer to choose one product over another. Additionally,

purchasing habits related to food are highly dependent on prior knowledge.

Customers could be able to ignore marketing features if they already know

something. Additionally, it makes dietary information easier to understand and

remember. Therefore, selecting healthful food alternatives is supported by the

information that has been preserved. Accordingly, consumers with greater food

nutrition knowledge are more likely to adopt positive attitudes and make

appropriate and productive use of label information (Miller & Cassady, 2015).

According to Grunert et al. (2010), the efficiency of food labelling varies

depending on the culture, level of nutritional education, and demographics of the

people in the majority of countries. There is currently a dearth of information on

the use and comprehension of nutrition labels in Nigeria, where they have not been

properly recorded in the past. Therefore, it is crucial to identify the variables

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influencing Nigerian consumers' understanding and perceptions of food labels in

order to create new regulations or revise those that already exist.

1.2 Statement of the Problem

Unsafe food is linked to over 200 diseases, from cancer to diarrhoea, and is

thought to be the cause of two million deaths yearly (WHO, 2021). Considering

that approximately 29% of Nigerians are thought to be chronically malnourished,

which corresponds to 5.4% of all undernourished individuals in Sub-Saharan

Africa. According to Borra (2016), one of the main objectives of nutrition and

ingredient information is to assist customers in selecting a diet that is healthy.

Customers must therefore be taught how to recognise unhealthy items. Food labels

are one potential method of doing this. According to the pre-packaged food, water,

and ice (Labelling) Regulations 2019 issued by NAFDAC, Nigeria has a system of

required food labelling. Food labelling is relevant because it facilitates the

exchange of information between producers and consumers, empowering the latter

to make informed dietary decisions and generally take up healthy eating habits

(Mhurchu & Gorton, 2017). In order to guarantee that consumers receive what is

stated on the label, food labels also guarantee that manufacturers are honest and

accountable.

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However, some consumers are not aware of the relevance of food label.

Consumers are mostly interested in the cost, quantity, and sometimes quality of the

food they are about to purchase. They tend to pay less attention to the nutritional

content of the food, which is more important to their health. Hence, there is a need

to find out the knowledge and attitudes of consumers towards food label in order to

enlighten them on the relevance of food label. Therefore, the aim of this study is to

assess consumers’ knowledge and attitudes regarding the information on food

labels in Gwagwalada market, Abuja.

1.3 Research Objectives

The general objective of the study is to examine the knowledge and attitude of

shoppers on the use of food label: a case study of Gwagwalada market, Abuja.

Specifically, the study seeks to;

i. determine the level of knowledge of shoppers on the use of food labels

in Gwagwalada market, Abuja;

ii. examine the attitude of shoppers towards the use of food labels in

Gwagwalada market, Abuja;

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 iii. find out the effect of demographic and socioeconomic variables on the

frequency of use and understanding of food labels among shoppers in

Gwagwalada market, Abuja; and

iv. Ascertain the barriers to the proper use of food labels by shoppers in

Gwagwalada market, Abuja.

1.4 Research Questions

The study will attempt to answer the following research questions:

i. What is the level of knowledge of shoppers on the use of food labels in

Gwagwalada market, Abuja?

ii. What are the attitudes of shoppers towards the use of food labels in

Gwagwalada market, Abuja?

iii. What are the effects of demographic and socioeconomic variables on

the use food labels among shoppers in Gwagwalada market, Abuja?

iv. What are the barriers to the proper use of food labels by shoppers in

Gwagwalada market, Abuja?

1.5 Hypotheses

The following null hypothesis will be tested:

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 H0: There is no significant effect of demographic and socioeconomic

variables on the use of food labels among shoppers in Gwagwalada

market, Abuja.

1.6 Significance of the Study

This research holds great importance for a range of stakeholders, such as

legislators, food producers, consumers, and public health advocates. Stated

differently, the study holds great importance in advancing consumer

empowerment, public health, policy formulation, market innovation, safeguarding

consumers, education, and environmental sustainability. In the complicated world

of food labelling, it will be an indispensable tool for comprehending and meeting

the changing needs and preferences of customers.

By knowing what consumers know and how they feel about food labels, you can

help them make more informed food choices. Producers can better address the

requirements, desires, and concerns of their customers by customising labels based

on their understanding of the information consumers value and how they interpret

it.

Due to their ability to provide information on ingredients, allergens, nutritional

value, and possible health risks, food labels are essential to public health. In order

to encourage healthy eating choices and lower the risk of diet-related diseases, it
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might be helpful to uncover knowledge gaps and areas for improvement by

researching consumers' views and experiences with these labels.

It is intended that the results of this study will guide the creation of laws and

guidelines pertaining to food labelling. Policymakers can create more effective

labelling laws that improve transparency, encourage better eating habits, and shield

consumers from inaccurate or misleading information by using insights into

consumer knowledge and preferences.

Market trends and innovation in the food sector are influenced by consumer

preferences and attitudes towards food labels. Manufacturers can rework products,

add new labelling elements (such information on sustainability or ethical sourcing),

or implement volunteer labelling programmes in response to consumer demand for

specific labelling information.

Ensuring consumer protection requires an understanding of customers' attitudes

and level of awareness on food labelling. Labels that are unclear or misleading

may result in rash decisions about purchases and even health hazards. Regulators

can take necessary action to enforce labelling standards and safeguard consumer

interests by identifying places where consumers may be deceived or lack sufficient

information.

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The study's conclusions will direct educational programmes meant to raise health

literacy and encourage better comprehension of label information. Campaigns for

education can assist customers in effectively interpreting labels, comprehending

the importance of various nutritional components, and selecting healthier foods.

Customers are becoming more concerned about how the things they use affect the

environment. This study on consumer perceptions of sustainability, eco-friendly

packaging, and ethical sourcing labels will help advance efforts to promote

sustainability in the food business by offering insightful information about

customer preferences for eco-friendly products.

Scholars and other researchers will also be able to add to the body of knowledge

already in existence by conducting additional research by using this study as a

reference. Ideally, this will lead to the creation of new information on consumer

knowledge and attitudes regarding food labels.

1.7 Scope of the Study

1.7.1 Content Scope

This study will focus on the knowledge and attitude of shoppers on the use of food

labels. It will also look at the effects of demographic and socioeconomic variables

on the use food labels and the barriers to the proper use of food labels by shoppers.

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1.7.2 Geographical Scope

This study will be carried out among shoppers in Gwagwalada market, Abuja.

1.8 Operational Definition of Terms

Knowledge: This is the knowledge, consciousness, or acquaintance gained via

education, experience, research, or observation.

Attitude: This describes a person's inclination or propensity to react to people,

things, occasions, or circumstances in a particular way on a regular basis.

Shoppers: They are customers who actively choose and purchase goods or

services from physical stores, internet retailers, or other locations where goods are

offered for sale.

Consumer: This person or organisation buys products or services for their own

consumption, use, or benefit.

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REFERENCES

Borra, S. (2016). Consumer Perspectives on Food Labels. The American Journal

of Clinical Nutrition, 83.

Cowburn, G., & Stockley, L. (2014). Consumer understanding and use of nutrition

labelling: a systematic review. Public Health Nutrition, 8(1), 21–28.

Davies, G. J., & Smith, J. L. (2014). Fast food: dietary perspectives. Nutrition and

Food Science, 34, 80–82.

Grunert, K. G., Wills, J. M., & Fernández-Celemín, L. (2010). Nutrition

knowledge, and use and understanding of nutrition information on food

labels among consumers in the UK. Appetite, 55(2), 177–189.

Lin, C. T., Lee, J. Y. & Yen, S. T. (2014). Do dietary intakes affect search for

nutrient information on food labels? Soc Sci Med., 59, 1955-1967.

Martini, D., & Menozzi, D. (2021). Food labelling: analysis, understanding, and

perception. Nutrients, 13(1), 268.

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Mhurchu, C. N. & Gorton, D. (2017). Nutrition Labels and Claims in New Zealand

and Australia: A Review of Use and Understanding. Australian and New

Zealand Journal of Public Health, 31 (2), 105-112.

Miller, L. M., & Cassady, D. L. (2015). The effects of nutrition knowledge on food

label use. A review of the literature. Appetite, 92, 207–216.

Ministry of Economy and Trade. (2018). An ABC Guide on EU Food Packaging

and Labelling Requirements.

Thow, A. M., Jones, A., Schneider, H. C., & Labonté, R. (2020). Increasing the

public health voice in global decision-making on nutrition labelling. Global

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Viola, G. C. V., Bianchi, F., Croce, E., & Ceretti, E. (2016). Are food labels

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World Health Organization (WHO) (2021). Malnutrition.

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