Peter Sibusiso Gwebu

Abstract

This study investigates the impact of label informativeness on consumers’ intention to read product labels in South Africa. Product labels have evolved significantly from basic markings to comprehensive information sources, driven by consumer demand and regulatory standards. Despite their critical role, there is a research gap regarding their impact in the South African context. This study aims to address this gap by examining the influence of label informativeness and related factors on consumers’ intention to read product labels. Guided by the Theory of Reasoned Action (TRA), the study proposes a conceptual model hypothesizing that consumer attitudes toward reading product labels and subjective norms influence their intention. A quantitative research approach with a descriptive research design was employed, using a questionnaire-based measurement instrument. The study sampled 418 consumers from Gauteng Province through a non-probability snowballing technique. The findings, analysed using partial least squares structural equation modelling (PLS-SEM), indicate a significant positive relationship between label informativeness and both subjective norms and intention. However, the relationship between informativeness and attitude was not significant. This research contributes to the literature by providing insights into the role of label informativeness in consumer behaviour, offering practical implications for marketers aiming to design effective product labels that engage consumers and promote informed purchase decisions.