Influence of Food Labelling on Purchase Decisions Among Urban Consumers in Enugu State

This study examines the influence of food labelling on purchase decisions among urban consumers in Enugu State, South East Nigeria. Nutrition labelling on processed food products is a regulatory requirement designed to enable consumers to make informed dietary choices, yet its utilisation remains uneven across Nigerian consumer populations. The study adopts a descriptive survey design, targeting 260 adult consumers in Enugu North and Enugu South shopping areas, recruited through systematic sampling at supermarkets and open markets. Data were collected using a structured questionnaire. Objectives include assessing consumers' awareness of and ability to interpret food labels, examining the role of label information in purchase decision-making, and identifying sociodemographic factors predicting label utilisation. Recent literature from urban South East Nigeria identifies low nutrition literacy, small label print size, and the prevalence of unlabelled market products as barriers to effective label use. Data were analysed using mean scores, chi-square, and multiple regression. The Information Processing Theory guides the study, explaining how consumers encode, evaluate, and act on nutritional information. Findings are anticipated to reveal that educational attainment is the strongest predictor of label utilisation and that most consumers prioritise price and brand over nutritional content. Recommendations address the National Agency for Food and Drug Administration and Control, food manufacturers, and consumer education bodies in Enugu State. Keywords: food labelling, purchase decisions, consumer behaviour, nutrition literacy, Enugu State.