The Strategic Role of Labeling and Branding in Influencing Consumer Perception and Purchase Behavior in Organic Food Marketing

Author(s)	Mr. Krishnamoorthi Subramani, Dr. Mohanraj P
Country	India
Abstract	Food labeling plays a crucial role in shaping consumer decision-making and promoting healthier food choices. This review paper critically examines contemporary studies on how labeling influences consumer preferences, awareness, and purchasing behavior. Findings indicate that while consumers show a positive attitude toward nutrition and ingredient information, comprehension and usage remain inconsistent. Effective labeling enhances consumer trust, encourages informed choices, and supports public health objectives. However, demographic factors, design clarity, and consumer literacy determine the extent of labeling’s influence. The study highlights the need for standardized labeling systems and consumer education to maximize labeling effectiveness.
Keywords	Keywords: Food labeling, consumer behavior, nutrition information, decision-making, health awareness.
Field	Business Administration
Published In	Volume 16, Issue 4, October-December 2025
Published On	2025-11-02
DOI	https://doi.org/10.71097/IJSAT.v16.i4.9195
Short DOI	https://doi.org/g99qmf

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