CONSUMERS' UNDERSTANDING AND INTERPRETATION TOWARDS THE MALAYSIAN HEALTHIER CHOICE LOGO
Received 2023-07-09; Accepted 2023-08-30; Published 2023-09-15
The Ministry of Health’s deployment of the Healthier Choice Logo (HCL) could be the turning point for consumers
to alter their nutrition lifestyle by practising healthy eating as a better interpretation of HCL on food products help
them to identify and make healthier food choices. This study aimed to evaluate consumers understanding and
interpretation towards Malaysian HCL. This study is a cross-sectional study and a quantitative approach. One hundred four respondents, aged above 15 years old, who reside in Malaysia and know either Malay or English, were involved. Data collected using a set of questionnaires were analysed using descriptive statistics and Pearson correlation. The findings reveal a medium level of understanding among Malaysian consumers towards the Healthier Choice Logo and a high-level interpretation of the Healthier Choice Logo among the consumers in Malaysia. There was also a positive correlation between the understanding and interpretation of the consumers’ data regarding the Healthier Choice Logo. This study also shows that the food label does help consumers identify and make healthier food choices.
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