Determinants of Consumers' Behavioral Intention to Use Food Labels in Purchase Decisions: A Theory of Planned Behavior Approach in Kathmandu, Nepal

Abstract

Increasing availability of processed and packaged foods in developing countries has intensified concerns regarding consumers' ability to make informed dietary choices, particularly in contexts where food label utilization remains inconsistent and empirically understudied. This study aimed to examine the influence of attitude, subjective norms, and perceived behavioral control on consumers' behavioral intention to use food labels in purchasing decisions in Kathmandu, Nepal. A quantitative cross-sectional survey design was employed, with data collected through structured face-to-face interviews from November to December 2025. A sample of 385 consumers aged 18 years and above was selected from retail shops, wholesale outlets, and supermarkets in Kathmandu Metropolitan City using convenience sampling. Data were analyzed using descriptive statistics via Excel, SPSS and Partial Least Squares Structural Equation Modeling via Smart PLS. The findings revealed that attitude (β = 0.328, P < 0.001) and perceived behavioral control (β = 0.303, P< 0.001) significantly and positively influenced consumers' behavioral intention to use food labels, collectively explaining 34.8% of the variance in behavioral intention. Subjective norms, however, did not exert a significant effect (β = 0.025, P = 0.709). Consumers prioritized price and expiry date information most highly, while additives, allergens, and radiation received comparatively less attention. The findings imply that policymakers and food manufacturers should focus on improving label clarity, font readability, and standardized formats to reduce practical barriers and strengthen consumer confidence in label information.