Abstract:

Food literacy, which encompasses the knowledge, skills, and behaviors associated with making informed food choices. plays a crucial role in navigating the complex food system and maintaining consistent diet quality. examines the interplay between food literacy domains—food availability, food literacy, food marketing, and food policy—and their influence on consumer behaviors and decision-making. By exploring these interconnected elements, the research provides insights into how education and awareness in food-related topics can shape healthier consumer practices. A semi-structured 20 key informant interviews were conducted and a thematic inductive-deductive analysis was done to extract key themes. Key findings in food availability reveal that convenience, variety, and proximity significantly impact eating out choices. Consumers also demonstrate adaptability to ingredient availability and social contexts, highlighting the need for educational strategies that emphasize pre-planning and digital engagement for informed decision-making. The study on food literacy emphasizes a holistic approach, where planning, organization, and nutritional awareness are essential components. Cultural and family influences, along with the use of digital tools and information sources, shape food literacy practices. Additionally, the study underscores the importance of mindful eating and an understanding of food policies, further expanded by social media trends that inform and sometimes misinform consumer behavior. Insights into food marketing reveal that cultural narratives, social connections, and digital engagement are key strategies for marketers. The research highlights the importance of leveraging cultural values and family traditions to build authentic consumer connections. However, the study also calls for ethical marketing practices that promote healthy food choices, mitigating the risks associated with the promotion of unhealthy products. In the context of food policy, the study illustrates how learning resources, credible information, and consumer awareness can drive informed decisions. Consumers' reliance on digital tools, social media, and official guidelines highlights the role of accurate information in supporting healthier food practices. The interplay between policy, culture, and consumer preferences suggests that aligning educational efforts with policy objectives can reinforce positive food behaviors. Social media’s role in raising policy awareness also showcases the potential for digital platforms to foster engagement and advocacy.

Keywords:

food literacy, credible information, consumer education, food behaviors.