INFLUENCE OF FOOD LABELING AWERENESS ON HEALTY BEHAVIOR OF GEORGIAN CONSUMERS

Abstract

The current study evaluates the development and perspective implication of social marketing interventions for empowering healthy   life and well-being of the population in Georgia.   The objective   of the research is   to analyze   the impact of food   labeling for   healthy behavior change of Georgian consumers.     The study  revealed the   strong correlation between awareness and education of consumer   on food labeling and healthy behavior changing. One of the  important factors  of  changing  healthy behavior  are  increasing  awareness and   knowledge  in  food  labeling  among the general publics.  Despite that Association Agreement with Europe   requires implementation of new obligations regarding food security and nutrition policy Georgia faces challenges in this regard. The majority of the consumers are not satisfied with the food labeling in the local market.  It is urgent to provide   such public health policy,   that has the effect of improving the availability, affordability and appropriateness of healthy   behavior of the consumers.   Consolidated work of    government, business and civil society should be guaranteed for encouraging healthy behavior for  the well being of the population. Social marketing promotion strategies such advertising, public relations and sales promotion have a positive role to encourage of consumer attention on food labeling.