Abstract
The growing tendency of ultra processed food among consumers hasmotivated practitioners and
academic researchers to address the issue. The awareness about healthy packaged food selection is
necessary. In the absence of formal education for packaged food consumption awareness, the food
label plays a pivotal role. The researchers’ of the current study have synchronized external factors
and personality traits which create awareness among consumers in selecting healthy packaged
food items. Authors have employed mixed method. Moreover, for quantitative data sample size
was 1070 and for qualitative data there were 20 participants. The data was collected from
membership card holders of three big retail outlets. The research model is underpinned with
theory of planned behavior for the investigation of consumer’s intention towards healthy packaged
food consumption intention. Results have unfolded that health claims and user friendly food label
affect consumer intention with the mediation of attitude. Moreover, subjective norm and selfefficacy were directly effecting on intention. The intended study implies that there are some
factors which can develop a sense of balanced packaged food consumption intention among
consumers.
Muhammad Zeeshan Zafar, Noor Azmi Hashim, Fairol Bin Halim, Saman Attique. (2020) Factors Affecting on Healthy Package Food Selection; The Impact of Personality Traits, Abasyn Journal of Social Sciences, Volume-13, Issue-1.
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