Influência do rótulo na percepção de saudabilidade e intenção de compra de produtos de diferentes níveis de processamento.

Food labels provide important information for decision making when purchasing food. Therefore, they must provide clear information that is easy for the consumer to understand. This study aimed to assess the consumer's level of understanding of the information available on food product labels at different levels of processing and to determine the impact that nutritional and health claims have on the perception of healthiness and intention to purchase a prototype different levels of processing. In this case, grape juice was studied through online market research. To this end, an online questionnaire was formulated on social networks, via email a nd messaging apps related to food choices and food consumption habits, understanding and interpretation of label information, influence of nutritional claims and health on the perception of healthiness and intention to purchase a product prototype with dif ferent levels of processing, in addition to sociodemographic issues. The study was transversal and quantitative and descriptive in nature. Most respondents were characterized by women, aged 22 to 28 years, with incomplete higher education. Respondents clai med that the factors of greatest category at the time of purchase were the price and flavor of the food, in which the list of ingredients and the nutritional table are the items of lesser presented. The habit of reading labels and understanding the informa tion provided were low. When evaluating the prototypes of grape juices, the results showed that the interviewees are certain about their knowledge in terms of food processing, especially when it comes to processed and ultra processed products. The presence of claims did not influence the analysis level regarding the level of processing for all prototypes obtained. As for the purchase intention, the interviewees opted, for the most part, for whole juice. These results reinforce the importance that food label s play in consumers' decision making and can serve as a reference for future educational procedures, which seek to raise awareness and provide consumers with autonomy in their food choices.