Consumers’ Awareness and Attitude towards Seabuckthorn Products

Background: Seabuckthorn (Seabuckthorn plant, Seabuckthorn berries and Seabuckthorn-based products) as a valuable resource has huge market potential all over the world. Nutritional and bioactive substances in Seabuckthorn berries and other parts of the plant have attracted many foods, cosmetic and pharmaceutical companies to develop Seabuckthorn-based consumer products. Thus, the present study attempted to investigate the consumer’s awareness and attitude toward the Seabuckthorn plant and various categories of Seabuckthorn-based products. Methods: The study was conducted in the Solan and Mandi towns of Himachal Pradesh. The primary data had been collected from 101 respondents by personally interviewing them with the help of a pre-tested structured questionnaire. Appropriate statistical methods such as percentage, mean, standard deviation and chi-square was used to analyze the data collected. Result: The findings revealed that the majority of the consumers were not aware of the Seabuckthorn plant, Seabuckthorn-based products, and their benefits. Most of the consumers showed a positive attitude toward Seabuckthorn-based products.