Vulnerable consumers: a perspective on consumers´ behavior to food labels and products´ choices

This research aims to understand how vulnerability affects the way people process nutrition information and their behavior. Based on the literature review fourh ypo theses were constructed. The experimental research was evaluated through an online questionnaire, with primary data and quantitative research, being completed by 207 participants. The main results suggest that non-vulnerable people retain information on the back-of-pack and vulnerable people do not retain, understand, and change their behavior with the information provided on labels. Concluding, consumers might not be paying attention to information on labels so companies should find ways to help consumers finding and understanding their nutritional information