International Journal of Current Microbiology and Applied Sciences (IJCMAS)
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Original Research Articles                      Volume : 10, Issue:1, January, 2021

PRINT ISSN : 2319-7692
Online ISSN : 2319-7706
Issues : 12 per year
Publisher : Excellent Publishers
Email : /
Editor-in-chief: Dr.M.Prakash
Index Copernicus ICV 2018: 95.39
NAAS RATING 2020: 5.38

Int.J.Curr.Microbiol.App.Sci.2021.10(1): 1876-1871

Willingness to Pay and Consumer’s Behavioral Intentions towards Fortified Foods in Metropole
Satyapriya1*, Jitender Kumar Chauhan2 and Sitaram Bishnoi1
1Division of Agricultural Extension, Indian Agricultural Research Institute,
PUSA, New Delhi, India
2Agriculture Extension, College of Post Graduate Studies in Agricultural Sciences, Umiam, Meghalya (CAU, Imphal, Manipur), India
*Corresponding author

Fortified food products are gaining popularity among consumers because of their improved awareness about their health and protection of the environment. Though, the fortified food market is lean today but to broaden it further, one must understand consumers’ perception for fortified products. In the current study, willingness to pay, consumers’ behavioral intention, health consciousness, level of knowledge and exploratory buying behavior for fortified was studied. To collect the data a structured questionnaire was formulated and 930 respondents residing in the urban sectors of the state of Delhi were approached. The Theory of Planned Behavior (TPB) applied to the study showed a total of 11 percentage of the variance amongst the three variables namely attitude, subjective norms and perceived behavioral control towards the behavioral intentions of the consumers about the fortified foods, and interestingly subjective norm was found to be the most impactful variable to affect the overall intention of the consumers’ to purchase fortified food products. Additionally, while determining the factors for buying fortified foods, it was observed that ‘nutritional composition of the product’ followed by the ‘food safety’ and ‘appropriate knowledge’ about the particular product were some of the prime factors that consumers take in consideration while purchasing food products. The paper also dives into the willingness to pay estimates for the fortified food products and it was realized that consumers prefer to purchase fortified foods if they are more or less same in price value in comparison to the conventional ones. Overall, the results provided in-depth insight about the consumers’ behavioral intentions, health consciousness knowledge, perception and factors contributing the purchase behavior of fortified food commodities by the Indian urban population.

Keywords: Behavior Intention, Fortified food, Theory of planned behavior, Willingness to pay

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How to cite this article:

Satyapriya, Jitender Kumar Chauhan and Sitaram Bishnoi. 2021. Willingness to Pay and Consumer’s Behavioral Intentions towards Fortified Foods in Metropole.Int.J.Curr.Microbiol.App.Sci. 10(1): 1876-1871. doi:
Copyright: This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-ShareAlike license.