This study examines the factors that influence consumers' perceptions or beliefs about food labels. The results indicate that health and diet related attitudes, special diet status, perceived importance of product attributes like nutrition and ease of preparation, race, gender, income, and body mass index are important factors affecting consumers' perceptions and beliefs about label use. Understanding the type of consumers who have these perceptions and beliefs as well as the factors that influence these beliefs and perceptions is crucial for designing effective marketing and nutrition education campaigns.