Visibilidade versus influência: percepção da nova rotulagem nutricional e fatores socioeconômicos determinantes em universitários.

The present study aimed to understand the knowledge of university students from Tocantins regarding the new nutritional labeling and to evaluate the influence of visual, behavioral, and socioeconomic factors on purchasing decisions. This is a descriptive and exploratory field study conducted with 101 university students from a university center in Palmas, TO. Data were collected via an online questionnaire (Google Forms) addressing sociodemographic profiles and perceptions of the new labeling system, with descriptive statistical analysis performed using Jamovi software. The sample consisted predominantly of young adults (mean age of 21 years), women (72,3%), and individuals with a family income of up to three minimum wages (88,1%). Although 96% noticed the new labeling, the hesitation behavior ("considered, but purchased") ranged from 49,5% to 57,4% depending on the nutrient, exceeding purchase rejection. Price emerged as the determining factor in purchasing decisions (cited by 68,3% as an incentive and 71,3% as a deterrent), outweighing brand, personal preference, and nutritional information. In conclusion, the new nutritional labeling achieved high visibility, acting as a stimulus for reflection. However, its impact on changing purchasing behavior is limited by socioeconomic (price) and behavioral (habit and preference) factors, even among a population with high education levels in the health sciences.