Assessing factors influencing the acceptance of fortified foods: An emerging economy perspective.

Q3 Health Professions

Health Marketing Quarterly Pub Date : 2025-05-26 DOI:10.1080/07359683.2025.2504805

Gaurav Chaurasia, Sreejita Mukherjee, Abhisek Dutta

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Abstract

Fortified foods and beverages (FFBs) play a pivotal role in addressing nutritional deficiencies amid evolving dietary preferences in India. This research aims to explore Indian consumer perceptions of FFBs, emphasizing factors influencing adoption. To understand FFB acceptance in India's culturally diverse and nutritionally varied context, the study integrated two influential consumer behavior models-the Health Belief Model and the Theory of Planned Behavior. Structural equation modeling was employed for data analysis, with online questionnaires collected from 421 FFB consumers. Factors like perceived susceptibility, perceived severity, perceived benefit, subjective norms, perceived behavioral control, and health consciousness were considered. All factors except perceived barrier significantly influenced behavioral intention to use FFBs. Moderating variables like age, gender, and income provided additional insights. The research outcomes offer valuable guidance to industry stakeholders, policymakers, and nutrition advocates, aiming to enhance nutritional standards and public health by encouraging FFB adoption in India.

查看原文本刊更多论文

评估影响强化食品接受度的因素：新兴经济体视角。

强化食品和饮料（ffb）在解决印度不断变化的饮食偏好中的营养缺乏症方面发挥着关键作用。本研究旨在探讨印度消费者对ffb的看法，强调影响采用的因素。为了了解印度文化多样性和营养多样性背景下对FFB的接受程度，该研究整合了两种有影响力的消费者行为模型——健康信念模型和计划行为理论。采用结构方程模型进行数据分析，对421名FFB消费者进行在线问卷调查。考虑了感知易感性、感知严重性、感知益处、主观规范、感知行为控制和健康意识等因素。除知觉障碍外，其他因素均显著影响使用ffb的行为意向。年龄、性别和收入等调节变量提供了额外的见解。研究成果为行业利益相关者、政策制定者和营养倡导者提供了有价值的指导，旨在通过鼓励印度采用FFB来提高营养标准和公共卫生。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Health Marketing Quarterly Health Professions-Health Professions (all)

CiteScore

2.10

自引率

0.00%

发文量

期刊介绍： Health Marketing Quarterly is directed at academicians and practitioners who are concerned with the concepts, practice, and research of health care marketing in today"s complex environment. The journal addresses important contemporary issues in the use of marketing by health care organizations like hospitals, individual practitioners, and public health care organizations. This includes the use of marketing to promote, position, deter, enhance health care organizations/issues, and the development of the marketing literature on both a conceptual and empirical basis.