Evaluation of grocery shopper’s awareness about the requirements of the food labeling in Semnan, Iran

Awareness of people about food labeling can enhance cautious about the safety and quality of food products. This study aimed to measure the reported use of food labeling by grocery shoppers in Semnan city, Iran. In this descriptive cross-sectional study, 339 people were selected by a cluster random sampling plan from a chain store in Semnan city. For each of the participants, a demographic questionnaire and performance about food and labels were completed. Data were analyzed by SPSS. The study samples consisted of 139 (41%) males and 200 (59%) females. The average age of the participants was about 32 years. About 86.4% of respondents based on observation interviewing looked at information on the package before making a selection. However, in self-reported behavior, 98.5% of consumers said that looked at food labeling. Our study results propose that self-reported behavior when compared to measures based on observation interviewing on the actual purchase, lead to overreporting. Therefore, research on consumer attention to food labeling is an immediate need.