Abstract :

This study explores the dynamics of health claims in food products and investigates the attitudes and behaviors of buyers in Indonesia. With a growing global trend towards healthier lifestyles, understanding consumer responses to health-related claims on food items is crucial. The research delves into the factors influencing buyer attitudes, examining the impact of demographic variables, socio-cultural nuances, and individual attitudes towards health claims. Through a combination of qualitative and quantitative methodologies, the study aims to unveil patterns in consumer decision-making processes and discern the extent to which health claims influence purchasing behaviors in the Indonesian market. By shedding light on the intricate interplay between health claims and consumer choices, this research contributes valuable insights for both the food industry and policymakers seeking to foster healthier dietary practices in Indonesia.

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Keywords :

Attitude, Behavior, Food label, Marketing Health Claims.

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References :

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