Evaluating consumers' knowledge on food labelling in Istanbul

The aim of this study is to determine consumers' knowledge, behavior and opinion on food labeling and the effect of some demographic differences on these subjects. A consumer survey was conducted on N=578 (%67,7 female, %32,3 male) consumers in Istanbul via face to face and e-mail. From the results of the research; while shopping for 42,5 % of consumers the price is often and always important. 74,7 % of the participants always read the expiry date and only 19,4 % always read the permission and the registration number of the Ministry. During shopping consumers who always read list of ingredients are 26,6 % and nutritional value are 23,4 %. 35,4 % of consumers indicated that they know the data that should be on food labels as very well; food additives (E numbers) as little (?=2,17); nutritional value, energy value, sugar content and trans fats as partially (?=2,80 ? 3,34). 65,6 % of the consumers indicated that presentation of nutritional value in traffic sign with color coding would be more understandable. Consumers who don?t find sugar content and trans fat statements on food labels reliable and persuasive are 43,8 % and 46,4 %, respectively. In the study women were observed more knowledgeable and sensitive on food labelling than men (P<0,05). The most effect is observed on educational level differences, the higher consumer?s educational level the increasing food labelling knowledge (P<0,05). According the variable of occupation participants who are civil servant responses? were found to have a higher average (P<0,05). Consumers in the age of ? 41 stated the informations on food labels less readable, understandable and less reliable, persuasive (P<0,05). Key Words: Food labelling, consumer knowledge.