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Consumer Perceptions and Behavior in Jakarta towards the "Healthier Choice" Logo on Processed Food Siti Maemunah a,1,*.
Tety Herawaty a,2 The Indonesian Food and Drug Authority.
Jl.
Percetakan Negara No.
Central Jakarta 10560.
Indonesia maemunah@pom.
herawaty@pom.
*corresponding author
ARTICLE
INFO
Article history Received: March
22, 2024
Revised:
February 24.
Accepted:
February 25.
DOI:
https://doi.
org/10.
54384/eruditio.
i2/170 ABSTRACT / ABSTRAK Non-communicable diseases pose a major global mortality threat, with an estimated 15 million people aged 30Ae70 dying annually due to these conditions.
One contributing factor is the excessive consumption of processed foods high in sugar and salt.
Nutritional information on processed foods serves as an alternative to help consumers make dietary choices aligned with their nutritional needs.
The AuHealthier ChoiceAy logo is a government initiative designed to protect consumers.
However, research on the AuHealthier ChoiceAy logo has not been conducted in Indonesia.
This study aimed to examine consumer perceptions and behaviors regarding the use of the AuHealthier ChoiceAy logo on processed foods.
A survey was conducted with 63 subjects in Jakarta, predominantly aged 24Ae54 years .
and holding higher education degrees .
1%).
The results indicated that 54% of respondents had positive perceptions and 68.
3% exhibited favorable behaviors toward the logo.
Correlation analysis by residential area in Jakarta showed that only North Jakarta had a negative perception below 50% .
3%), whereas 71.
of respondents in East Jakarta reported positive perceptions.
Regarding behavior, at least 50% of respondents in all Jakarta regions demonstrated good practices in response to the logo.
Bivariate analysis by age revealed that most respondents aged 25Ae54 had positive perceptions .
1%) and positive behaviors .
3%) toward the These findings suggest that consumers support the implementation of the AuHealthier ChoiceAy logo.
Further research is needed to explore consumer perceptions and behaviors regarding the logo with more diverse respondent characteristics, including residential area and educational background.
Penyakit tidak menular menjadi ancaman kematian global, 15 juta orang usia 30Ae 70 tahun akan meninggal setiap tahun akibat penyakit tidak menular.
Penyakit ini disebabkan antara lain karena konsumsi pangan yang mengandung gula garam Informasi nilai gizi pangan olahan menjadi alternatif membantu konsumen mengonsumsi pangan olahan sesuai kebutuhan gizi.
Logo Aupilihan lebih sehatAy menjadi inovasi pemerintah dalam melindungi konsumen.
Penelitian logo Aupilihan lebih sehatAy belum pernah dilakukan di Indonesia.
Tujuan penelitian untuk mengetahui persepsi dan perilaku konsumen terhadap logo Aupilihan lebih sehatAy pangan olahan.
Metode penelitian survei pada subjek 63 orang di Jakarta, mayoritas usia 24-54 tahun .
,7%) dan pendidikan perguruan tinggi .
,1%).
Hasil penelitian menunjukan responden memiliki persepsi positif 54% dan perilaku baik 68,3% terhadap penerapan logo.
Korelasi antara tempat tinggal di Jakarta dengan persepsi responden terhadap penerapan logo yaitu hanya Jakarta Utara yang memiliki persepsi negatif dibawah 50,0% .
,3%) sedangkan Jakarta Timur 71,4% responden berpersepsi positif.
Korelasi antara tempat tinggal di Jakarta dengan perilaku responden terhadap penerapan logo yaitu Ou50,0% responden di semua wilayah Jakarta memilki perilaku yang baik terhadap penerapan logo.
Hasil bivariat antara usia dengan persepsi responden, terlihat Siti Maemunah.
Tety Herawaty Consumer Perceptions and Behavior in Jakarta towards the AuHealthier ChoiceAy Logo on Processed Food ERUDITIO Vol.
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sebagian besar responden usia 25Ae54 tahun memiliki persepsi baik .
,1%) terhadap penerapan logo.
Analisis bivariat antara usia dengan perilaku responden terlihat responden usia 25Ae54 tahun berperilaku positif .
,3%).
Hal ini menandakan ada dukungan konsumen terhadap penerapan pencantuman logo.
Penelitian lebih lanjut diperlukan untuk mengetahui persepsi dan perilaku konsumen terhadap penerapan logo Aupilihan lebih sehatAy dengan karakteristik tempat tinggal serta pendidikan terakhir responden yang lebih beragam.
Keywords: healthier choices logo, processed food, non-communicable disease Kata Kunci: logo pilihan lebih sehat, pangan olahan, penyakit tidak menular Introduction According to the 2018 WHO Report on Non-Communicable Diseases Country Profiles, non-communicable diseases (NCD.
have become one of the major health challenges of the 21st century and the leading cause of global deaths, accounting for 71% .
of the 57 million deaths in 2016, based on WHO data.
NCDs are responsible for deaths caused by cardiovascular diseases, cancer, chronic respiratory diseases, and diabetes.
An estimated 15 million people aged 30Ae70 years die annually due to NCDs.
In Indonesia, in 2016, approximately 73% of NCDs contributed to mortality, with 35% due to cardiovascular diseases, 12% to cancer, 6% to chronic respiratory diseases, 6% to diabetes, and 15% to other NCDs.
Risk factors for NCDs include insufficient physical activity, high salt/sodium intake, tobacco use, increased blood pressure, and obesity.
Consuming foods high in salt contributes to the risk of hypertension, heart disease, and stroke, while obesity is often linked to an increased risk of hypertension and other NCDs (WHO, 2.
NCDs are multifactorial diseases influenced not only by individual lifestyle choices but also by environmental Therefore, multisectoral NCD prevention efforts are essential, considering NCD risk factors extend beyond the health sector.
Prevention can be achieved through policies considering their adverse impact on society (Ndubuisi, 2.
One strategy to reduce NCD risk factors is promoting a healthy diet.
To mitigate NCD risk factors.
WHO recommends policies for a 30% reduction in salt/sodium intake, halting the rise of diabetes and obesity, and a 25% reduction in hypertension prevalence through the promotion of nutrition labeling (WHO, 2.
In line with WHO's policy options, the Indonesian government has responded to WHO's recommendations by issuing regulations related to food labelings, such as Law No.
18 of 2012 on Food.
Government Regulation No.
69 of 1999 on Food Labels and Advertising, and The Indonesian FDA Regulation No.
26 of 2021 on Nutrition Information on Processed Food Labels.
The nutrition information policy allows consumers to understand and choose processed foods according to their nutritional needs.
The Indonesian FDA's regulation on nutrition labeling mandates that all individuals producing and/or distributing processed foods must include nutrition information.
The mandatory dietary components include sugar, salt, and fat.
Additionally.
The Indonesian FDA has introduced a nutrition labeling innovation to facilitate consumer understanding, including a monochrome-designed guide highlighting key nutritional information and the "Healthier Choice" logo.
This innovation provides supplementary nutrition information to enhance consumer comprehension of food choices and does not replace standard nutrition information (Engelhardt et al.
, 2.
The inclusion of the "Healthier Choice" logo is regulated under The Indonesian FDA Regulation No.
22 of 2019, which was later revised by The Indonesian FDA Regulation No.
Siti Maemunah.
Tety Herawaty Consumer Perceptions and Behavior in Jakarta towards the "Healthier Choice" Logo on Processed Food Siti Maemunah.
Tety Herawaty Consumer Perceptions and Behavior in Jakarta towards the AuHealthier ChoiceAy Logo on Processed Food ERUDITIO Vol.
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26 of 2021 (The Indonesian FDA, 2019, 2.
This regulation stipulates those businesses, including nutrition information tables, may also feature the "Healthier Choice" logo.
The inclusion of this logo is voluntary.
Businesses must meet the nutritional requirements of their products following the criteria outlined in The Indonesian FDA's Regulation No.
26 of 2021.
Currently, the regulation defines 20 nutritional profiles of processed foods, including instant noodles and ready-to-drink beverages, as eligible for the "Healthier Choice" logo if they meet the criteria.
The "Healthier Choice" logo is illustrated in Figure 1.
The logo includes the phrase "Compared to Similar Products When Consumed in Reasonable Amounts" at the bottom, outside the circle, signifying that products with this logo have a healthier composition than similar products when consumed in reasonable quantities ( The Indonesian FDA, 2.
Figure 1.
Healthier Choice Logo Source: The Indonesian FDA Regulation No.
26 of 2021 (The Indonesian FDA RI, 2.
The inclusion of the "Healthier Choice" logo aims to assist consumers in making initial decisions about processed food selection based on their dietary needs.
It is also expected to encourage food businesses to innovate processed food products that align with WHO's program to reduce NCD rates so that NCD prevention and reduction through nutrition labeling can ultimately be realized.
The "Healthier Choice" logo also serves as a standard communication tool for healthy food labeling to consumers.
This logo indicates that the product meets the recommended nutritional profile criteria for sugar, salt, and fat for specific food categories (Muangsri et , 2.
However, there are still limitations in public understanding of nutrition labels, especially in developing countries.
Additionally, previous studies, such as Hapsari et al.
, have highlighted the influence of labels like the halal logo on consumer purchasing This study indicated that the visual symbol of the halal logo positively influences purchasing decisions and that awareness of the importance of halal labeling correlates positively with consumer purchase decisions.
Food labels, including specific logos on processed food products, can influence consumer choices and ultimately affect health.
Several studies have reinforced this.
A study by Fadlillah et al.
on consumer awareness of food labels and food additives in Bogor found that 67% of respondents aged >24 read labels, and 73% were familiar with the term "food additives.
Perception theory states that perception is how individuals organize and interpret sensory impressions to give meaning to their environment.
When consumers see or hear about a product/service through their senses, it leaves an impression on them, allowing them to perceive the product/service.
This definition also states that perception arises and occurs through a process influenced by three factors: the characteristics of the perceiver, the object being perceived, and the environmental elements surrounding the perceiver (Putri, 2.
Siti Maemunah.
Tety Herawaty Consumer Perceptions and Behavior in Jakarta towards the "Healthier Choice" Logo on Processed Food Siti Maemunah.
Tety Herawaty Consumer Perceptions and Behavior in Jakarta towards the AuHealthier ChoiceAy Logo on Processed Food ERUDITIO Vol.
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In marketing management, when consumers form a negative impression of a product/service, they tend to reject it.
Conversely, consumers are more likely to accept, consume, and use the product/service when they form a positive impression.
Such actions constitute consumer behavior.
Consumer behavior involves actions directly related to acquiring, consuming, and disposing of products and services, including the decisions leading up to these actions.
Consumer behavior is influenced by cultural .
ulture, social clas.
, social .
amily, roles, and statu.
, personal .
ge, occupation, economic statu.
, and psychological factors .
eliefs, motivation, learning, attitudes, and perceptio.
(Putri, 2.
Despite the extensive research on nutrition labeling, studies on consumer perception and behavior toward the "Healthier Choice" logo in Indonesia remain limited.
This study aims to identify consumer perceptions and behaviors regarding implementing the "Healthier Choice" logo on processed food products, particularly instant noodles and ready-to-drink The selection of these processed food products is based on literature The September 2017 National Socioeconomic Survey (SUSENAS) showed that instant noodles were among the 25 essential food commodities consumed nationwide.
Meanwhile, in September 2017, the average consumption of instant noodles per capita in Indonesia for urban and rural areas was 308 grams and 269.
6 grams, equivalent to 3 packs assuming that one pack of instant noodles weighs 80 grams (BPS-Statistics Indonesia, 2.
Additionally.
Indonesia ranks as the second-highest consumer of instant noodles after China and Hong Kong, with 13.
27 billion servings consumed in 2021 (World Instant Noodles Association, 2.
Regarding beverages.
Indonesia ranks third in sugary drink consumption in Southeast Asia (Fanda et al.
, 2.
This study examines consumer perceptions and behaviors toward implementing the "Healthier Choice" logo and consumer characteristics related to these perceptions and The findings are expected to contribute to developing more effective nutrition labeling policies and increasing public awareness of healthy eating habits.
Furthermore, the study can serve as an evaluation tool for implementing policies related to Indonesia's "Healthier Choice" logo.
Methodology This study employs a quantitative research method using an online questionnaire distributed via Google Forms, a component of Google Docs for conducting online surveys.
The study was conducted from July 10 to 12, 2022, targeting consumers residing in Jakarta.
Jakarta was chosen as the study location because it is the capital city of Indonesia and one of the most densely populated provinces.
According tos Statistics Indonesia (BPS), in 2021, the population of Jakarta reached 10,609,681 people (BPS DKI Jakarta, 2.
Several studies emphasize the government's role in increasing health awareness and protecting public health, particularly in urban areas.
Urban environments are believed to positively and negatively impact health (Jiang et al.
, 2021.
Pinchoff et al.
, 2.
The consumption levels of instant noodles and sugary beverages in Jakarta show high per capita weekly consumption rates.
In 2021, assuming an instant noodle weight of 80 grams per serving, the weekly per capita consumption in Jakarta's regions was as follows: South Jakarta 1,087 grams.
East Jakarta 1,069 grams.
Central Jakarta 1,211 grams.
West Jakarta 1,250 grams, and North Jakarta 1,116 grams.
The 2018 Basic Health Research (Riskesda.
survey indicated that 60.
3% of Jakarta residents aged Ou3 years consumed instant/processed foods 1Ae6 times per week (Ministry of Health, 2.
Siti Maemunah.
Tety Herawaty Consumer Perceptions and Behavior in Jakarta towards the "Healthier Choice" Logo on Processed Food Siti Maemunah.
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The percentage of Jakarta residents aged Ou3 years who consumed sugary beverages Ou1 time per day and 1Ae6 times per week was 61.
72% and 28.
58%, respectively Ministry of Health, 2.
Excessive sugar consumption from sugary beverages can cause health disorders, including the onset of NCDs.
Research by Malik and Hu .
found a relationship between high sugary beverage consumption and increased body weight and cardiometabolic diseases.
High consumption levels have also been linked to financial In Brazil, reducing sugary beverage consumption was projected to save medical costs associated with diseases caused by excessive sugar intake (Leal et al.
, 2.
This study also considers respondents' income levels, as there is a correlation between income and health status.
Higher-income individuals tend to allocate resources toward healthier lifestyles (Rakasiwi, 2.
The questionnaire consists of demographic data, perception .
, and behavior .
related to the implementation of the "Healthier Choice" logo.
Respondents' perception and behavior toward the "Healthier Choice" logo are assessed using a Likert scale from 1 to 5.
The mean value .
is a cutoff point due to the normal data distribution .
to determine respondents' perception scores.
Perception scores are classified into positive perception (Ou mea.
and negative perception (< mea.
Bloom's cutoff point classification applied for behavior scores: good behavior .
Ae100%), moderate behavior .
Ae79%), and poor behavior (<60%) (Swarjana, 2.
Chi-square analysis is used to examine correlations between respondent characteristics and perception, respondent characteristics and behavior, and perception and behavior.
Univariate analysis is conducted to obtain frequency distributions of each variable.
The chisquare test analyzes relationships between age, place of residence, gender, education level, occupation, average monthly income, primary household food purchaser, and perception and The study sample consists of respondents who meet the inclusion criteria: aged at least 15 years, residing in Jakarta, and having consumed instant noodles and ready-to-drink Respondents who have never consumed these products or do not reside in Jakarta are classified under exclusion criteria.
Data collection is conducted through the distribution of an online questionnaire to The questionnaire collects respondentsAo demographic characteristics, perceptions, and behavior.
Quantitative data from the questionnaire is processed using SPSS 0 software.
Additionally, researchers review related literature for supporting information.
Results and Discussion 1 Consumer Characteristics Based on the questionnaire results, 83 respondents participated in the survey.
However, after data cleaning, only 63 met the inclusion criteria.
Twenty respondents were excluded due to unwillingness to complete the survey, residence outside Jakarta, or lack of consumption of instant noodles and ready-to-drink beverages.
The characteristics of respondents in this study include age, gender, marital status, place of residence, educational background, occupation, average monthly income, primary household food purchaser, and whether they are following a special diet.
These characteristics are detailed in Table 1.
Siti Maemunah.
Tety Herawaty Consumer Perceptions and Behavior in Jakarta towards the "Healthier Choice" Logo on Processed Food Siti Maemunah.
Tety Herawaty Consumer Perceptions and Behavior in Jakarta towards the AuHealthier ChoiceAy Logo on Processed Food ERUDITIO Vol.
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Table 1.
Frequency Distribution of Respondents' Characteristics Characteristics Age 15-24 years 25-54 years Ou 55 years Gender Male Female Marital Status Married Single Divorce Residence Central Jakarta East Jakarta South Jakarta West Jakarta North Jakarta Education Level Primary School Junior High School Senior High School Higher Education Occupation Student Housewifw Worker Merchant Civil Servant Retired Average Monthly Income < Rp.
Rp.
000 - Rp.
Rp.
001 Ae Rp.
>Rp.
Primary Household Food Purchaser Yes Following a Special Diet Yes Percentage (%) Consumer Perception and Behavior Toward the "Healthier Choice" Logo For the perception variable regarding the implementation of the "Healthier Choice" logo, 54% of respondents had a positive perception, while 46% had a negative perception.
In terms of behavior, 68.
3% of respondents exhibited good behavior, 30.
2% exhibited moderate behavior, and 1.
6% exhibited poor behavior toward the implementation of the "Healthier Choice" logo.
Siti Maemunah.
Tety Herawaty Consumer Perceptions and Behavior in Jakarta towards the "Healthier Choice" Logo on Processed Food Siti Maemunah.
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Table 2.
Relationship Between Age and Consumer Perception and Behavior Toward the "Healthier Choice" Logo Variabel Perception Positive Moderate Poor Behavior Positive Negative 15 Ae 24 Age .
25 Ae 54
Ou55
33,3%
50,0%
16,7%
74,1%
25,9%
33,3%
66,7%
16,7%
83,3%
59,3%
40,7%
33,3%
66,7%
Table 2 shows the chi-square results for the correlation between age and perception and age and respondent behavior regarding the application of the "healthier choice" logo.
The frequency distribution analysis shows variations in perception and behavior among different age groups regarding the "Healthier Choice" logo.
Among respondents aged 15Ae 24, 33.
3% had a positive perception, 50.
0% had a moderate perception, and 16.
7% had a poor perception.
In the 25Ae54 age group, 74.
1% had a positive perception, 25.
9% had a moderate perception, and none had a poor perception.
In the Ou55 age group, 33.
3% had a positive perception, and 66.
7% had a moderate perception, with no respondents having a poor perception.
For behavior, 16.
7% of respondents aged 15Ae24 exhibited positive behavior, while 83.
showed negative behavior.
Among respondents aged 25Ae54, 59.
3% exhibited positive behavior, while 40.
7% exhibited negative behavior.
In the Ou55 age group, 33.
3% exhibited positive behavior, while 66.
7% exhibited negative behavior.
These results indicate that the 25Ae54 age group demonstrates the highest level of positive perception and behavior toward the "Healthier Choice" logo compared to the other age This finding suggests that the working-age population is more responsive to nutritional information provided through the logo than younger .
Ae24 year.
and older (Ou55 year.
This aligns with the study by Sulong et al.
, which found that younger consumers are less interested in labels and tend to purchase products without considering or understanding the nutritional information provided.
These differences in perceptions and behavior between age groups indicate a need for tailored communication and education Education based on digital technology, such as social media and interactive applications, can be an effective approach to increase understanding and awareness of the young age group regarding the importance of choosing healthy food products.
This approach can also be integrated with promoting healthy lifestyles that are relevant to the preferences and habits of the younger generation.
Relationship Between Income and Consumer Perception and Behavior Toward the "Healthier Choice" Logo Table 3 presents the correlation between respondents' average monthly income and perception of the "Healthier Choice" logo implementation.
Siti Maemunah.
Tety Herawaty Consumer Perceptions and Behavior in Jakarta towards the "Healthier Choice" Logo on Processed Food Siti Maemunah.
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Table 3.
Distribution of Respondents Based on Average Monthly Income and Perception Toward the "Healthier Choice" Logo Income Perception (%) Positive Negative <Rp.
Rp.
000 Ae Rp.
Rp.
001 Ae Rp.
>Rp.
The analysis indicates variations in positive and negative perceptions of the "Healthier Choice" logo based on respondents' income levels.
In the income group of < Rp.
1,000,000,
the majority .
1%) had a positive perception, while 42.
9% had a negative perception.
similar trend was observed in the Rp.
3,000,001 Ae Rp.
6,000,000 income group, where 57.
had a positive perception.
Meanwhile, in the Rp.
1,000,000 Ae Rp.
3,000,000 and > Rp.
6,000,000 income groups, the perception distribution was relatively balanced.
For the income group Rp.
1,000,000 Ae Rp.
3,000,000 positive and negative perceptions were recorded at 50.
0% each.
Meanwhile, in the income group > Rp.
6,000,000, positive perceptions are slightly higher .
9%) than negative perceptions .
1%).
This finding aligns with Kumarga et al.
, which suggests that income level does not significantly influence consumer perception of the "Healthier Choice" logo.
Table 4 shows the correlation between respondents' average monthly income and behavior toward the "Healthier Choice" logo.
Table 4.
Distribution of Respondents Based on Average Monthly Income and Behavior Toward the "Healthier Choice" Logo Income <Rp.
Rp.
000 Ae Rp.
Rp.
001 Ae Rp.
>Rp.
Good Behavior (%) Moderate Poor Bivariate analysis shows that respondents with incomes ranging from < Rp.
1,000,000 to > Rp.
6,000,000 positively perceived the "Healthier Choice" logo, with at least 50% in each This study is consistent with the Science for Policy report by the Joint Research Centre (JRC), which states that higher income levels are generally correlated with greater interest in front-of-pack nutrition labeling (FOPNL) (European Commission, 2.
Correlation Between Perception and Behavior Toward the "Healthier Choice" Logo Table 5 shows the chi-square analysis results for the correlation between respondents' perceptions and behaviors toward the "Healthier Choice" logo.
Siti Maemunah.
Tety Herawaty Consumer Perceptions and Behavior in Jakarta towards the "Healthier Choice" Logo on Processed Food Siti Maemunah.
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Table 5.
Distribution of Respondents Based on Perception and Behavior Toward the "Healthier Choice" Logo Perception Positive Negative Good Behavior (%) Cukup 11,81 Good The bivariate analysis between consumer perception and behavior toward the "Healthier Choice" logo shows a strong correlation, with 88.
2% of respondents who had a positive perception also exhibiting good behavior.
This indicates that consumers who perceive the logo positively are more likely to accept and choose processed food products displaying the "Healthier Choice" logo.
These findings align with Puspita et al.
, which state that nutrition label perception influences communication behavior in disseminating nutrition information and promoting healthy eating habits.
Correlation Between Residence in Jakarta and Perception Toward the "Healthier Choice" Logo Table 6 shows the correlation between respondents' residence in Jakarta and their perception of the "Healthier Choice" logo.
Tabel 6.
Distribution of Respondents based on residence in Jakarta and Respondents' perceptions of the application of the "healthier choice" Logo Residence Central Jakarta East Jakarta South Jakarta West Jakarta North Jakarta Perception (%) Positive Negative The results indicate that only North Jakarta had a negative perception rate exceeding 0% .
7%), while East Jakarta had the highest positive perception rate .
4%).
Although research on the "Healthier Choice" logo in different Jakarta regions is limited, a study by Retno & Fatmah .
found increased nutrition label comprehension among respondents in East Jakarta.
Correlation Between Place of Residence in Jakarta and Behavior Toward the "Healthier Choice" Logo Table 7 presents the correlation between respondents' place of residence in Jakarta and their behavior toward the "Healthier Choice" logo.
The findings indicate that Ou50.
0% of respondents in all Jakarta regions exhibited good behavior toward the "Healthier Choice" logo.
This suggests a positive consumer response to the implementation of the logo on processed food products.
This aligns with the study by Fatimah & Ruhaya .
, where 80% of respondents supported the implementation of the Healthier Choice Logo (HCL) as it helps consumers choose food products.
Similarly.
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Tety Herawaty Consumer Perceptions and Behavior in Jakarta towards the "Healthier Choice" Logo on Processed Food Siti Maemunah.
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Feunekes et al.
found that the Healthier Choice Tick may effectively assist consumers in selecting food products.
Hawley et al.
noted that the logo did not increase consumption of "less healthy" products, indicating that consumers can differentiate between healthy and unhealthy products (Vargas-Meza et al.
, 2.
Table 7.
Distribution of Respondents Based on Residence in Jakarta and Behavior Toward the "Healthier Choice" Logo Residence Central Jakarta East Jakarta South Jakarta West Jakarta North Jakarta Good Behavior (%) Moderate Poor The "Healthier Choice" logo aims to facilitate consumer identification of healthier food options within the same food category and encourage manufacturers to reformulate products to meet the criteria.
In addition to consumers, food manufacturers in Malaysia have also shown higher acceptance of the "Healthier Choice" logo.
The logo has encouraged food manufacturers to reformulate their products (Nguyen Ngoc et al.
, 2023.
Sulong et al.
, 2.
This study has some limitations, including the focus on respondents residing in Jakarta and most respondents have a higher education background.
Further research is needed with a broader geographic scope and more diverse educational backgrounds.
Conclusion This study demonstrates that 54% of consumers, with the majority having higher education, have a positive perception of the implementation of the "Healthier Choice" logo on processed foods.
The study also reveals that 68.
3% of respondents behave well toward the logo.
The correlation between the place of residence in Jakarta and respondents' behavior toward the logo shows that Ou50.
0% of respondents in all Jakarta regions display good behavior regarding the "Healthier Choice" logo.
This indicates a positive response and consumer support for the logo's implementation.
The study also finds a correlation between consumer perception and behavior toward the "Healthier Choice" logo, showing that consumers with a positive perception are likely to adopt positive behavior toward products displaying the logo.
Further research with a wider geographical scope and more diverse respondent characteristics is recommended to provide greater benefits to consumers and contribute to more effective nutrition labeling policies.
References