Nutritional knowledge, attitude, and use of food labels among Indian adults with multiple chronic conditions: A moderated mediation model

Purpose: The purpose of this paper is to examine the indirect effects of nutritional knowledge and attitude toward food label use on food label use through self-efficacy and trust, as well as whether gender moderates this relationship. Design/methodology/approach: A sample of Indian adults with multiple chronic conditions was surveyed about their nutritional knowledge, attitude, self-efficacy and use of food labels. Hypotheses were tested using Hayes’s (2013) PROCESS macro for SPSS. Findings: The results show that nutritional knowledge and attitude toward food label use positively predict food label use through self-efficacy and trust. However, these mediation effects are moderated by gender such that the indirect relationship is stronger among men than women. Practical implications: Food marketers and government agencies engaged in nutrition education campaigns should aim to increase patients’ confidence in comprehending food label information. Social implications: Since food labels can be a valuable tool to help patients with chronic diseases to make informed decisions about their diet and lifestyle, regulators may consider mandating nutritional labels on foods to help them improve their food or dietary choices. Originality/value: This study uniquely applies Fisher and Fisher’s (1992) information–motivation–behavioral skills model as a theoretical framework to examine the influence of nutrition knowledge and attitude toward food label use on food label usage of Indian patients with multiple chronic diseases.