A QUALITATIVE EXPLORATION OF CONSUMER ACCEPTANCE OF FORTIFIED EDIBLE OILS IN INDIA: INSIGHTS FROM FOCUS GROUP DISCUSSIONS
DOI:
https://doi.org/10.69980/cqc4sa42Keywords:
Fortified oil, consumer acceptance, focus groups, Theory of Planned Behavior, IndiaAbstract
Purpose – This study examines how urban, educated Indian consumers perceive fortified edible oil, enriched with vitamins A and D under FSSAI's 2016 regulations, given how limited consumer adoption remains outside institutional distribution channels.
Design/methodology/approach – Seven online focus groups were held with 32 participants across nine Indian states, with recruitment continuing until thematic saturation. Data were analysed through an abductive, hybrid thematic approach informed by the Theory of Planned Behavior, Value-Attitude-Behavior model and Health Belief Model, while remaining open to inductive codes.
Findings – Eight themes emerged. Most participants had never come across the term "fortified," despite unknowingly buying fortified products. Health consciousness pulled consumers toward less-processed oils rather than fortified ones, and trust in fortification claims was low; purchase decisions were gendered, and price mattered less than trust and taste. Digital trust was layered, with doctors and influencers trusted more than packaging or e-commerce claims. Because the sample was digitally recruited, educated, and higher income, generalisability is limited, and the gendered pattern, observed between rather than within groups, needs confirmatory testing.
Originality/value – This paper offers India-specific insight into consumer acceptance of fortified edible oil, extending TPB, VAB and HBM with naturalness orientation, institutional trust, household gatekeeping and layered digital trust. Findings suggest marketers should prioritise clinically substantiated claims and doctor- or influencer-led channels and recognise household gatekeeping, while nutrition campaigns may need to build regulatory-concept literacy separately from brand advertising.
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