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

Gaurav Chaurasia et al.

Health Marketing Quarterly2025https://doi.org/10.1080/07359683.2025.2504805article
AJG 1ABDC B
Weight
0.50

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.

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https://doi.org/https://doi.org/10.1080/07359683.2025.2504805

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@article{gaurav2025,
  title        = {{Assessing factors influencing the acceptance of fortified foods: An emerging economy perspective}},
  author       = {Gaurav Chaurasia et al.},
  journal      = {Health Marketing Quarterly},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1080/07359683.2025.2504805},
}

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

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.