Summary

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 is 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. 

The study of survey explores the significance of consumer awareness and education level of regarding food labeling, ability to interpret food labeling information while making purchasing decisions regarding food products. This study finds, that consumers have a certain view about food labeling. But their level of awareness on food labeling is rather low. Most of respondents receiving essential information regarding food labeling from internet resources, relatively less respondents get the information from special literature, mass media and word of mouth. Georgian National Health Strategy recognizes nutrition, as a priority in public health care issue. It is urgent to provide such public health policy, that  has the effect of improving the availability, affordability and acceptability of healthy behavior of the consumers. One of the significant actions in this regard is raising public awareness on food labeling there is a significant progress in terms of food safety and nutrition policy in Georgia. However, the country still faces some serious challenges in this field. The majority of the consumers are not satisfied with the food labeling in the local market. It’s important   to elaborate national food safety strategy and nutrition policy to respond to the current challenges of Georgia. Obviously, implementation of the obligations according the Association Agreement with EU is significant for Georgia, which requires the concerted effort of governments, private sector and civil society for encouraging healthy behavior for wellbeing of the population. It should be noted that the consumer perception regarding social marketing intervention is very positive. After increasing awareness of consumers of food labeling, they pay attention to the quality, design and innovation of food products, as well as promotion strategies for advertising, public relations and sales promotion. Social Marketing interventions will help to elaborate food standards of health products, to create an enabling institutional environment for successful implementation of nutrition policy and healthy behavior change of the consumer.