HEALTH CONSCIOUSNESS AND FRONT-OF-PACKAGE LABELING IN HEALTHY SNACK PURCHASING DECISIONS AMONG GENERATION ALPHA PARENTS

Abstract

This study examines the impact of Health Consciousness on parents' healthy snack purchasing decisions for Generation Alpha children, with front-of-pack labeling (FOPL) as a mediating variable. Using a quantitative survey of 150 parents and analyzed with Partial Least Squares-Structural Equation Modeling (PLS-SEM), the results indicate that Health Consciousness significantly influences purchasing decisions, both directly (β = 0.347, p < 0.01) and indirectly through FOPL (β = 0.248, p < 0.05). FOPL also has a significant positive effect on purchasing decisions (β = 0.407, p < 0.01). These findings highlight that parental Health Consciousness remains a key driver of healthy food choices, while FOPL strengthens decision-making by simplifying nutritional information. This study advances the consumer behavior literature by clarifying the mediating role of FOPL and offers actionable insights for policymakers and marketers to design effective labeling strategies and educational campaigns that promote healthier eating habits among Generation Alpha children.