The Effects of Nutritional Labeling in Relation to Price and Quality as an Antecedents on Consumers’ Buying Intention

This study investigates the impact of nutritional labeling on the correlation between price and quality as antecedents of consumer purchase intentions. The research was conducted at MSEUF and STI, Colleges offering the Culinary Arts programs in Lucena City. This study used purposive sampling, where it involved 100 culinary students, ranging from 1st to 4th year, who regulary go to markets or grocery stores to buy ingredients for their course laboratries, also known for being health conscious. The researchers, who are also culinary majors, used a correlational design to investigate the strength and direction of the relationships between nutrition labeling, price, quality aand purchase intention. Nutritional information has become a key factor in consumer buying intentions. Still, the specific impact of nutritional information on the perceived quality of a product and its relationship with price remains a key area of research. The study found that most culinary students around Lucena City are in their 3rd-year level and predominantly female. However, some students find the labels confusing, affecting their decisions-making process. Overall. the study provides insight into the complex decisions-making processes consumers experience when faced with diverse products