Consumer behaviour in fortified food choice decisions in India

Purpose The purpose of the conceptual paper was to identify diverse factors that had an impact on the purchase decision of fortified foods and beverages (FFB), and the specific aim was to critically review the role of consumer health consciousness and the labelling aspects of the acceptance of FFB. Design/methodology/approach The study was based on a systematic and extensive review of literature, which had been carried out by searching electronic databases focusing on the different factors influencing consumer acceptance of health foods from the year 1975 to 2016. Findings Based on the extensive review of literature, the study identified important factors that had influenced the consumer acceptance of FFB. Further, the study has proposed an integrated FFB acceptance model for the Indian health food market. Research limitations/implications The proposed conceptual model of consumer acceptance of FFB needs to be empirically tested. Therefore, researchers are encouraged to test the proposed propositions further. Practical implications The proposed consumer acceptance model can act as a guideline to the marketers to segment and position their food products successfully. Moreover, the study will also help the health policymakers to form and execute the required policies to augment the public health. Originality/value Given that there was a lack of information about buyers and non-buyers of functional/FFB in India, the research study can be taken as a starting point upon which other studies that investigate the attitudes and the purchasing behaviour of consumers of FFB can be built.