through information that some items have adverse effects on the environment. Brands need to also relay the values of food marketing to customers when communicating with them (Sahay et al., 2006). In relation to knowledge and beliefs in variables affecting food marketing decisions, it has been suggested that someone's understanding of products helps anticipate their ecologically friendly actions (Nikolova & Inman, 2015). Because a persons awareness of information can cause them to make more informed or less informed decisions about products shows knowledge is a major factor in consumer buying choices. When strategists are food marketing, it is important to create binding relationships with potential customers through understanding their beliefs and awareness about the marketed product (Nikolova & Inman, 2015). Demographics play a large role in determining the background of consumers and how food marketing operates. Such as age allows a brand to market its food towards certain age groups according to their wants. Education also comes into play because often education is associated with people buying better food (Sahay et al., 2006). Income alike sees if people have more disposable income to spend on good products. Gender further allows food marketers to target women especially because women have been found to do the majority of food shopping in families (Sahay et al., 2006). Signage conveys a lot about a brand, for example what type of food they sell, the ingredients, where it was made and the cost of the products. Signage precisely communicates with the buyer and is an essential way to affect feelings and brain processes of a person (Remar, Campbell, & DiPietro, 2016). Findings show that certain digital signposting of a brand influences consumer perception and behavior towards a product, meaning food marketing strategies like this are very effective in brand positioning (Nikolova & Inman, 2015). Lastly, consumer price willingness to pay is another tool used in food marketing to track how much a person is prepared to pay for a product. Marketers can take note of people's readiness to pay to see if they would indeed buy their product (Remar et al., 2016). Studies have shown that consumers are prepared to spend more on an item if it is environmentally friendly and portrays them as having sustainable behavior in society (Remar et al., 2016). Additionally, it has been explored that consumers will for example pay substantially more (almost 50%) for food produce that is said to