Abstract:
This thesis explores the significant role of food packaging, particularly Front of Package (FOP) food
nutritional labeling, in influencing consumer behavior, satisfaction, and preferences. The research adopts a
cross-sectional study design and employs purposive sampling, specifically targeting participants based on
age, to ensure a representative sample of the Pakistani population. Data were collected through an online
survey method, leveraging the convenience and accessibility of the internet to reach a wide and diverse
audience. The study's framework encompasses multiple variables, including FOP labeling standards,
consumer satisfaction, perceived food quality (PFQ), brand loyalty (BL), and consumer consciousness of
nutritional value (CCNV). An innovative aspect of this research is the introduction of CCNV as a moderator,
influencing the relationships between FOP labeling and PFQ and FOP labeling and BL. The findings
underscore the positive influence of FOP labeling on both PFQ and BL, with PFQ identified as a significant
factor affecting consumer satisfaction. This study contributes to our understanding of consumer behavior
within the context of FOP food nutritional labeling in Pakistan. The innovative introduction of CCNV as a
moderator offers insights into how consumer awareness of nutritional value shapes perceptions and loyalty,
with potential implications for marketing and labeling practices aimed at promoting informed consumer
choices and healthier eating habits. In conclusion, this research highlights the essential role of food
packaging and FOP labeling in shaping consumer behavior and satisfaction, emphasizing the need for
alignment between labeling standards and consumer expectations. The insights gained from this study have
the potential to inform industry practices and public policy, promoting healthier dietary habits and overall
well-being.
