Exploring deceptive food labelling in India: Buying behaviour, awareness, and perspectives of gen z consumers in context of online food purchases

Abstract

This research addresses the scarcity of studies on deceptive food labelling practices, and perspectives of Gen Z in context of online purchase of food products in India. Through literature review and survey, it identifies Gen Z's buying behaviour, awareness of prevalent deceptive tactics, perceptions about the impact of such tactics and acceptance of AI based applications and QR Code scans for food labelling. This mixed method study presents a detailed landscape of food labelling in India shaping Gen Z's online food buying behaviour by surveying 120 Gen Z respondents. Findings reveal that while 58% of respondents frequently buy packaged food online, only 18.3% consistently read labels. Brand and expiry dates are prioritized over nutritional information, with 85% consuming high-fat, high-sugar snacks. It reveals that the awareness of deceptive labelling is low, with only 43% recognizing misleading practices, though 93% say awareness affects their choices. 90% are interested in using QR codes or AI apps for product information thereby emphasizing the potential of digital technologies in bridging the information gap between consumers and manufacturers. The study calls for stricter regulations, better industry practices, and consumer education highlighting the role of digital technologies in improving transparency.