Food Product Decision Making: Testing a Mediation Effect of the Intention towards Using Desired Information on the Product Label under Normal Circumstances

The theoretical understanding of consumer purchasing decisions before buying a new product using the question of control behaviour is a fairly under explored research domain in the Czech Republic. The aim of this study was, generally, to investigate attitudes towards information that directly or indirectly influences consumer behaviour. This was in order to analyse the link between attitudes towards information about products, food related lifestyle and consumer behaviour. Respondents of the questionnaire survey were university students from the Czech Republic. Ordered probit regression was used to analyse data. These results suggest that the attitudes towards information can influence consumer behaviour related to the checking of food composition (both directly and indirectly) through the behavioural intention to find the desired information about the food. With regards to the results, brand has a significant impact on behavior.