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

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.