Factors affecting fast food consumers’ intention to use menu labeling in Klang Valley, Malaysia
Menu labeling is an attempt to educate consumers about the nutrition value of the foods. The 
importance of using menu labeling has been highlighted in many studies in the past. Although 
public health programs are educating public on obesity but still this phenomenon is a serious 
problem in Malaysia. This study identified factors that influence intention to use menu labeling 
among fast food consumers in Malaysia. The research was conducted among 395 adults in 
Klang Valley. Respondents completed a self-administrative questionnaire which was adapted 
from previous studies. Results revealed that attitude, subjective norms and perceived behavioral 
control had statistically significant positive association with intention and each was significant 
predictors of intention to use menu labeling and together explained 41% of its variance. The 
most effective factor was attitude, followed by subjective norms and perceived behavioral 
control. The outcomes of this study suggested that nutritional knowledge of consumers does 
not have effect on consumer’s intention to use menu labeling; therefore nutritional knowledge 
of fast food consumers must be improved. Fast food restaurants have to put more effort on 
encouraging customers to use menu labeling by making the label more accessible and in a user 
friendly format.