From Claim to Confidence: How Trust Partially Mediates The Influence of Advertising and The Nutrition Label on The Purchase Decision

Abstract

Research aims: This research aims to investigate, analyze, and enhance the impact of nutrition labels on purchase decisions. Additionally, the role of trust is examined as a mediator between advertising claims and nutrition labels in influencing purchase decisions. In this context, the interaction and contribution of these factors to healthier choices are uncovered in the marketplace. Strategies are developed to promote better consumer decision-making and improve public health outcomes by understanding the interplay between nutritional information and brand credibility. Design: The Data analysis method is carried out using SEM analysis. Results: The results show that there is an effect of nutrition label and advertising claim on purchase decision through trust as a mediating variable. Theoretical Contribution/Originality: This research provides strategies needed to build trust using credible advertising claims and helpful nutrition labels to influence purchase decisions.