Theory of Planned Behavior (TPB) approach: reading intention of food label composition

Main Article Content

Megawati Simanjuntak
صندلی اداری


Food product labels have a crucial role as they provide the main source of information about the products. The purpose of this study is to analyze the difference and the influence of knowledge, perception, attitude, subjective norms, and behavioral control toward the intention of reading the composition labels using the Theory of Planned Behavior. This study used a survey method with a total of 400 respondents selected using multistage random sampling. The statistical analyses used were independent t-test and logistic regression. The findings showed that most respondents did not have the intention to read the composition labels. Knowledge, perception, and the subjective norms of the female respondents regarding the composition labels were better than that of the male respondents and were statistically different at p<0.05. However, attitudes toward behavior, behavioral control, and intention in reading the composition label tended to be similar for both genders. Intention was influenced by perception (p<0.05), behavioral control (p<0.01) and subjective norms (p<0.01). The better the perception, behavioral control, and subjective norms, the greater the intention of reading the composition label. The results revealed that the three components could be used to predict a person’s intention toward an object and also composition labels reading behavior.


Download data is not yet available.

Article Details

Author Biography

Megawati Simanjuntak, Bogor Agricultural University

Megawati Simanjuntak is an Associate Professor at the Department of Family and Consumer Sciences, Faculty of Human Ecology, Bogor Agricultural University (IPB), Indonesia. Her areas of specialization include consumer behavior, consumer education and protection, and consumer research. Since 2013, Megawati has been actively involved in various research on consumer empowerment, including the mapping and measurement of consumer empowerment index, formulation of instruments and identification of consumer empowerment, and survey of Consumer Empowerment Index in rural and urban areas across western, central, and eastern Indonesia region.


Achmat, Z. (2011). Is Theory of Planned Behavior still relevant? Available: Access: 9th Sep, 2013.

Adha, I. A. N., & Virianita, R. (2010). Attitudes and intentions of using the internet in business activities. Sodality, 4(3). DOI: 10.22500/sodality.v4i3.5836

Ajzen, I. (1991). The theory of planned behaviour. Journal of Organizational Behavior And Human Decision Processes, 50, 79-211

Ajzen, I., Joyce, N., Sheikh, S., & Cote, N. G. (2011). Knowledge and the prediction of behavior: the role of information accuracy in the theory of planned behavior. Journal of Basic and Applied Social Psychology, 33, 101–117. DOI: 10.1080/01973533.2011.568834.

Ajzen, I., & Klobas, J. (2013). Fertility intentions: an approach based on the theory of planned behavior. Journal of Population Sciences, 29(8), 203-232. DOI: 10.4054/DemRes.2013.29.8

Ardiansyah, R., Djamaludin, M. D., & Herawati, T. (2012). Knowledge, perception, and behavior of students in purchasing dial tone. Jurnal Ilmu Keluarga dan Konsumen, 5(2), 175-184. DOI: 10.24156/jikk.2012.5.2.175

Aygen, F. G. (2012). Safe food handling: knowledge, perceptions, and self-reported practices of Turkish consumers. International Journal of Business and Management. DOI: 7:10.5539/ijbm.v7n24pl

Awwaliyah, I. (2013). Students' knowledge, attitudes, and purchase intentions towards organic food: the Theory of Planned Behavior approach. Undergraduate thesis. Bogor: IPB.

Barreiro-Hurlé, J., Gracia, A., De-Magistris, T. (2010). Does nutrition information on food products lead to healthier food choices? Food Policy, 35(3), 221-229.

Borra, S. (2006). Consumer perspectives on food labels. American Journal of Clinical Nutrition, 83(5). DOI: 10.1093/ajcn/83.5.1235S

Campos, S., Doxey, J., & Hammond, D. (2011). Nutrition labels on pre-packaged foods: a systematic review. Public Health Nutrition, 14(8), 1496-1506. DOI: 10.1017/S1368980010003290

Cha, E., Kim, K. H., Lerner, H. M., Dawkins, C. R., Bello, M. K., Umpierrez, G., & Dunbar, S. B. (2014). Health literacy, self-efficacy, food label use, and diet in young adults. American Journal of Health Behavior, 38(3), 331-339. DOI: 10.5993/AJHB.38.3.2

Chen, X., Jahns, L., Gittelsohn, J., & Wang, Y. (2012). Who is missing the message? Targeting strategies to increase food label use among US adults. Public Health Nutrition, 15(5), 760-772. DOI: 10.1017/S1368980011002242

Furlow, N. E., & Knott, C. (2009). Who is reading the label? Millennials’ use of environmental product labels. The Journal of Applied Business and Economics, 10(3), 1.

Graham, D. J., & Laska, M. N. (2012). Nutrition label use partially mediates the relationship between attitude toward healthy eating and overall dietary quality among college students. Journal of the Academy of Nutrition and Dietetics, 112(3), 414-418. DOI: 10.1016/j.jada.2011.08.047

Grunert, K. G., Fernández-Celemín, L., Wills, J. M., Genannt Bonsmann, S. S., & Nureeva, L. (2010). Use and understanding of nutrition information on food labels in six European countries. Journal of Public Health, 18(3), 261-277. DOI: 10.1007/s10389-009-0307-0

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. DOI: 10.1016/j.appet.2010.05.045

Grunert, K. G., & Wills, J. M. (2007). A review of European research on consumer response to nutrition information on food labels. Journal of Public Health, 15, 385-399. DOI: 10.1007/s10389-007-0101-9

Isik, B., & Guven, Y. (2007). An investigation of preschool children’s family functions: A general outlook on the family from the mother’s perspective. Educational Sciences, 7(3), 1287-1300.

Jayanti, T. S., Djamaludin, M. D., & Latifah, M. (2011). Teenagers’ perceptions, knowledge, and behavior in purchasing pirated compact discs. Jurnal Ilmu Keluarga dan Konsumen, 4(2), 190-198. DOI: 10.24156/jikk.2011.4.2.190

Jusoh, Z. M., & Goh, H. L. (2012). Factors influencing consumers’ attitude towards e-commerce purchases through online shopping. International Journal of Humanities and Social Science, 2(4).

Kotler, P., & Amstrong, G. (2008). Marketing principles, 12 ed. Jakarta: Erlangga.

Kotler, P., & Keller, K. L. (2009). Marketing management, 4 ed. Jakarta: Indeks.

Ma’ruf, J. J., Mohamad, O., & Ramayah, T. (2005). Intention to purchase via the internet: a comparison of two theoretical models. Asian Academy of Management Journal, 10(1), 79-95.

Miller, L. M. S., & Cassady, D. L. (2015). The effects of nutrition knowledge on food label use. A review of the literature. Appetite, 92, 207-216. DOI: 10.1016/j.appet.2015.05.029

Murphy, S. P. (2013). Aligning food composition tables with current dietary guidance for consumers. Procedia Food Science, 2, 12–19. DOI: 10.1016/j.profoo.2013.04.004

National Agency Of Drug And Food Control (NADFC) Indonesia. (2006). Government’s law of the Republic of Indonesia no. 69 year 1999 about food labels and advertisements. Available: Access: 9th Sep, 2018.

Osei, M. J., Lawer, D. R., & Aidoo, R. (2012). Consumers’ use and understanding of food label information and effect on their purchasing decision in Ghana: A case study of Kumasi Metropolis. Asian Journal of Agriculture and Rural Development, 2(3), 351-365.

Peter, J. P., & Olson, J. C. (2010). Consumer behavior and marketing strategy, 8 ed. New York: McGraw-Hill.

Prasiwi, R. I., Yuliati, L. N., & Simanjuntak, M. (2018). Analysis of food label reading behavior. International Journal of Science and Research, 7(11), 1628-1634.

Prinsloo, N., Van Der Merwe, D., Bosman, M., & Erasmus, A. C. (2012). A critical review of the significance of food labeling during consumer decision making. Journal of Family Ecology and Consumer Sciences, 40, 83-98.

Ranilović, J., & Colić Barić, I. (2011). Differences between younger and older populations in nutrition label reading habits. British Food Journal, 113(1), 109-121. DOI: 10.1108/00070701111097376

Schiffman, L. G., & Kanuk, L. L. (2008). Consumer behavior, 7 ed. Jakarta: Indeks.

Setiadi, N. J. (2008). Consumer behavior: Concepts and implications for marketing strategy and research. Jakarta: Kencana Prenada Media.

Signal, L., Lanumata, T., Robinson, J. A., Tavila, A., Wilton, J., & Mhurchu, C. N. (2008). Perceptions of New Zealand nutrition labels by Maori, Pacific and low-income shoppers. Journal of Public Health Nutrition, 11(7), 706-713. DOI: 10.1017/S1368980007001395

Simanjuntak, M. (2014). Behavior of reading nutrition fact label of undergraduate students of Bogor Agricultural University, Indonesia. In: Malaysia-Indonesia international conference on economic, management, and accounting (MIICEMA 2014): global economic climate: issues and challenges, Universiti Kebangsaaan Malaysia, 2014.

Simanjuntak, M., & Dewantara, M. M. (2015). The effects of knowledge, religiosity value, and attitude on halal label reading behavior of undergraduate students. ASEAN Marketing Journal, 6(2), 65-76. DOI: 10.21002/amj.v6i2.4216

Simanjuntak, M., & Mediani, N. V. (2014). The behavior of reading nutrition fact label on undergraduate students of IPB University, Indonesia. Conference Proceedings Malaysia Indonesia International Conference on Economic, Management, and Accounting.

Simanjuntak, M., Utami, F. S., & Johan, I. R. (2014). Consumer vulnerability and purchasing behavior of packaged food products. Jurnal Ilmu Keluarga & Konsumen, 8(3), 193-203. DOI: 10.24156/jikk.2015.8.3.193

Siwi, A. A. C., & Meiyanto, S. (2002). Intention to buy skin whitening cosmetics in terms of the completeness of product information on the packaging label. Jurnal Psikologi, 29(2). DOI: 10.22146/jpsi.7016.

Sumarwan, U. (2011). Consumer behavior. Bogor: IPB Press.

Sumarwan, U., Simanjuntak, M., & Yuliati, L. N. (2017). Meta-analysis study: Reading behavior of food products label. Journal of Consumer Sciences, 2(2), 26-40. DOI: 10.29244/jcs.2.2.26-40

Zahara, S., & Triyanti. (2009). Compliance with reading nutritional information labels among students. Jurnal Kesehatan Masyarakat Nasional, 4(2), 78-83. DOI: 10.21109/kesmas.v4i2.191

Zorba, N. N., & Kaptan, M. (2011). Consumer food safety perceptions and practices in a Turkish community. Journal of Food Protection, 74(11), 1922-1929. DOI: 10.4315/0362-028X.JFP-11-126

Most read articles by the same author(s)

فروشگاه اینترنتی