A Study On The Impact Of Nutrition Lables On Purchase Intention Of China’s Consumers

In recent years, more and more proportion of chronic non communicable diseases, the incidence of this disease tends to be younger, more and more people are aware of dietary factors in the prevention of these diseases. In order to provide consumers with nutrition information accurate, WHO to promote the nutrition education to the residents, to understand the relationship between dietary factors and disease, let people according to nutrition information to make the most favorable to the healthy choice. The nutrition label information which display food composition and performance components is the most simple and direct way for consumers to get nutrition information. Therefore, in2013China promulgated the "prepackaged food nutrition labels general", however, in the process of implementing, we need consumers to ultimately promote the rationalization and standardization of Chinese food nutrition label, because consumers will affect the government and food enterprises to conduct their own attitudes and consumption intentions of nutrition. Therefore, this paper is from the perspective of consumer to analysis food nutrition labels how to influence purchase intention of consumers.Based on the practical significance, this paper according to the method of "ask questions-model-collect data-hypothesis testing-analysis results" to analysis nutrition label on consumer purchase intention. Firstly, this paper summarized all the investigation on food nutrition labels and the theoretical knowledge on purchase intention. Secondly, set up the interpretation model of nutrition labels on consumers food purchase intention based on the theory of planned behavior, include subjective norms, attitudes, beliefs, information factors influence the propensity to buy through the topic selection, selection into multiple linear regression variables. Once again, constructed5linear regression models in order to purchase intention as dependent variable, subjective norms, attitudes (product attributes dietary advice), faith (interests reasonable diet on the health of information (knowledge), subjective knowledge, objective knowledge, nutrition labels are objective variables. Education, medical background and family monthly income are socio-economic variables. Age, gender, marital status, whether there are minor children are demographic variables.In the end of the paper, on the basis of the significant factor of purchase intention (included as control variables of demographic and socioeconomic variables), from the point of view of management to show how to improve the frequency of use of consumer nutrition labeling, strengthen the nutrition label attention degree. Moreover, this paper concludes the main research conclusions, the research limitations and prospects.