Author(s)

Lifang Guo

Corresponding Author

Lifang Guo

ABSTRACT

Consumers' purchase behaviour is affected by many factors. From the perspective of guiding consumption and obtaining income, enterprises need to pay attention to the role of labels. This paper attempts to analyze the direct and indirect impact of food nutrition label on consumers' purchase behaviour, and gives the impact of the core content of label, the impact of the richness of label information, and the generation of purchase tendency. Finally, the paper discusses the method of using food nutrition label to guide purchase behaviour and serve the follow-up work.

KEYWORDS

Food nutrition label, Consumer, Purchase behaviour, Direct influence, Label content