2015). Sacks et al. (2015) discusses that in order to prevent misleading food advertising, governments should implement policies regarding the placement of verified nutritional values on food packaging. The U.S. Food And Drug Administration redesigned the Nutrition Labeling and Education Act in 2016 which gave a lot of important information to consumers about total calories, serving size, etc. However, the claims are still misleading and need a deeper look from the buyers to avoid getting tricked. Food Standards Australia New Zealand has a similar Food Standards Code but the supermarkets are flooded with misleading food labels. In the United States, regulation of food marketing terms such as "healthy" are not well understood by the public. The Food and Drug Administration attempted to regulate the use of the term healthy in 2016 with a proposed rulemaking that resulted in an updated rule in 2022, which acknowledged that the current definition of the term allows food products to bear the claim “healthy” even when they “contain levels of nutrients that would not help consumers maintain healthy dietary practices." Consequently, FDA is proposing to define “healthy” using a “food group-based approach” in combination with limits on certain nutrients (saturated fat, sodium, and added sugars) to align use of the term with current nutrition science, the updated Nutrition Facts label, and the recommendations included in the Dietary Guidelines for Americans, 2020– 2025. Purchasing decisions Food marketing not only involves the marketing of products to consumers, but the reasons why consumers purchase these items and the factors influencing such choices (Sahay, Stough, Sohal, & Goyal, 2006). Demographics, values and attitudes, incentives, and price willingness to pay are all elements that drive buyer selection in the marketing of food. Firstly, food marketers must be aware that the attitudes and values of their target market play a significant role in what they choose to buy. For example, in terms of the green brand market, consumers will first be environmentally conscious and therefore intend to buy such products. Once a product has been marketed to a consumer, they need to feel that they are contributing to the preservation of the environment to purchase something (Kapuge, 2016). Consumers that have concern for the environment tend to alter their behavior to be more environmentally friendly. Values and attitudes have been found to be the driving force of sustainable purchasing behavior (Kapuge, 2016). Marketers need to convey to their consumer market