Abstract
This paper clarifies what type of consumers are more likely than others to check food labels. Based on an internet questionnaire survey of 310 respondents residing in the Tokyo Metropolitan area, Chiba, Saitama and Kanagawa, the results suggest that consumers who are likely to frequently check the food labels will fulfill the following characteristics: (1) they are female, and middle-aged or elderly; (2) they read newspapers and watch TV health programs frequently; (3) they frequently make and eat dinner with family members; and finally, (4) they frequently purchase organic foods. In addition, they also pay more attention to the place of origin when purchasing vegetables and meat.
