Factors Associated with Consumer Behavior in Selecting Packaged Foods with Front-of-Package Nutrition Labeling (FOPNL)

Abstract

Obesity remains a significant public health challenge in Indonesia, partly driven by changes in dietary patterns and increased consumption of energy-dense, nutrient-poor foods. Front-of-package nutrition labeling (FOPNL) has been introduced globally as a strategy to support healthier food choices by improving access to simplified nutrition information. In Indonesia, the voluntary “Healthier Choice” logo represents the initial implementation of FOPNL, although its use and public awareness remain limited. This study aimed to identify factors associated with consumer behavior in choosing packaged foods with FOP labels. An analytical observational study with a cross-sectional design was conducted in September 2024 among 282 adult followers of the Ilmugiziku social media platform, selected through stratified random sampling. Data were collected using a self-administered online questionnaire and analyzed using chi-square tests and multivariate logistic regression. More than half of respondents (52.5%) demonstrated good food selection behavior. Bivariate analysis showed significant associations between food choice behavior and gender, education level, nutrition knowledge, and attitudes toward FOP labels (p < .05). In the final multivariate model, only education level remained significantly associated with behavior, with higher-educated respondents more likely to report good food selection behavior (AOR = 1.96, 95% CI [1.26, 3.16]). These findings indicate that education plays a central role in shaping consumer engagement with simplified nutrition labels. Strengthening nutrition literacy and expanding the clarity and reach of FOP labeling may support healthier food choices and contribute to national efforts to reduce diet-related non-communicable diseases while advancing universal health coverage and health system resilience.