National Academy of Agricultural Sciences (NAAS)
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PRINT ISSN : 2319-7692 Online ISSN : 2319-7706 Issues : 12 per year Publisher : Excellent Publishers Email : editorijcmas@gmail.com / submit@ijcmas.com Editor-in-chief: Dr.M.Prakash Index Copernicus ICV 2018: 95.39 NAAS RATING 2020: 5.38 |
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.
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