a study on dietary proclivity

1. A Study on Dietary Proclivity and its
affinity to Eco-consciousness in
Bengaluru City
Author1 - Dr Ajatashatru Samal, SVCE
Author 2 - Dr Suma S, RNSIT
Author 3- Prasanna HN, SVCE

2. Introduction
• Indian cookery has a history of almost 5,000 years.
There are 29 states in India with each of them having
more than just one famous dish and every region
having its own preference of food habits from North to
south of India. Indian food is different from rest of the
world not only in taste but also in cooking methods.
With different ethnic, cultural and regional groups
interacting with each other in the region,. Spices,
vegetables, fruits and herbs hold a significant place in
everyday eating habits.

3. Introduction
• With a new era of globalization, western food trends and
technology have been responsible for us to adopt
western diet trends as part of breakfast, snacks and
dinner and giving up on staple food
• The temptations of pastas, breads, spaghettis, cupcakes,
pizzas, fried snacks and burgers
• The dietary patterns for Indians have seen a significant
shift along with lifestyle transition as a result of which
NCDs, i.e. diabetes, hypertension and cancers (Oral,
Breast and Cervical cancer) are on the rise in India.
• Risk factors for NCDs include ageing, unhealthy diet, lack
of physical activity, high blood pressure, high blood sugar,
high cholesterol and overweight of which the unhealthy
diet is the primary factor.

4. Introduction
• Dietary Habits
• Eco-consciousness
• Initiatives (Qtrove, Kottaram Agro Foods
flagship brand, Consumers are funding farmers
to make food sustainable, Homecrop, iKheti

5. Review of Literature
• Aparajita Dasgupta (2015), finds that there are multiple reasons for
people to eat outside at the identical time they exercise a tighter
control over their eating habits.
• Ruchi Vaidya (2012), feels that it might be worthwhile for us to
consider going back to our traditional diets for controlling the
modifiable risk factors (diet and physical activity) and tackling the
emerging epidemic of chronic diseases.
• Manveer Kaur (2018) ascertains that a deeper understanding of the
advantages of green products make the consumers shift towards
purchasing green or organic products. Consumer values which
include health consciousness, environmental consciousness and
appearance consciousness, perceived consumer behaviour control,
attitude towards buying organic products, past experience with
organic products are the most factors that impact the purchasing
intention of the

6. Statement of the Problem
• From the reviewed literature, the authors conclude that
consumers are well aware of the effect of healthy diet and
how it can be accomplished. It is also an established fact
many of the consumers are aware of the impact, their
dietary habits can pose on ecology. However, the
literature has yet to establish the directional influence of
the dietary habits on ecological sustainability.

7. Objectives
• To study the dietary habits and their awareness
towards ecology.
• To study whether there is an influence of family and
social group and eco-consciousness in changing their
diet habits.

8. Research Methodology
• Research Design: Descriptive Research
• Sampling type: Random sampling
• Sample Geography: Northern Bangalore
• Sample Size: 100 respondents

9. DATA ANALYSIS AND INTERPRETATION
• The study of factors considered in assessing the dietary habits of respondents
and their relative awareness for responsibility towards eco system will help
the businesses, entrepreneurs what best should be offered to attract and
retain consumers.
• 32%
68%
Gender
Male Female
35%
55%
10%
Age in Years
25 - 40 Yrs 40 -55 Yrs 55 Yrs & Above
0
20
40
60
Qualification
Qualification
UG PG Doctorate Others
0
20
40
60
80
Home
maker
Employed Self
employed
Others
Occupation
Occupation

10. Factors considered while shopping for Healthy Diet
Food
Variables Most Important Important Less Important Not Important at all
Taste 51 29 12 8
Cost 6 34 30 30
Convenience 11 17 35 37
Nutrition 32 20 23 25
0
10
20
30
40
50
60
Most Important Important Less Important Not important at all
Factors considered while shopping for Healthy Diet Food
Taste Cost Convenience Nutrition
Interpretation: It is evident from the above that taste, cost and nutrition are the important
factors that are detrimental for consumers to shop for healthy diet food. Convenience is not
considered to be an important factor as respondents are ready to locate the places of
healthy food availability or make arrangements to have access to them.

11. Level of awareness towards environment
Variables
Very
Low
Low Average High Very High
I am aware that:
Traditional farming poses risk
to humans and environment
5 10 20 35 30
Organic farming builds healthy
soil and lowers greenhouse gas
emissions
20 30 15 20 15
Organic farming supports
water conservation and water
health
25 15 30 10 20
Organic farming consumes less
energy and reduces exposure
to harmful chemicals
15 20 30 20 15
0
5
10
15
20
25
30
35
40
Traditional farming poses
risk to humans and
environment
Organic farming builds
healthy soil and lowers
greenhouse gas emissions
Organic farming supports
water conservation and
water health
Organic farming
consumes less energy and
reduces exposure to
harmful chemicals
Level of awareness
Very Low Low Average High Very High
Interpretation: It is found
from the survey that the
respondent’s awareness
regarding the harmful effects
of traditional farming
practice is high while their
awareness towards benefits
of organic farming practice
on environment varies
significantly. Overall, they
do possess basic knowledge
of what organic farming does
to environment.

12. Consumer to buy nutritionally enriched food
Variables Yes No Not Applicable
To avoid medical treatment 45 55 -
Good taste 53 47 -
Recommended by medical practioner or
nutritional consultant
52 48 -
For children’s health 85 15 -
Recommended by family members or
friends
60 40 -
Internet sources 65 35 -
Interest, curiosity 60 40 -
Easy availability 70 30 -
Retailers influence 31 64 5
Pay extra for organic produce that helps
environment
58 36 6
0
20
40
60
80
100
120
Factors encouraging consumer to buy nutritionally
enriched food
Yes No Not Applicable
Interpretation: the
analysis revealed that
customers are inclined to
buy enriched foods. Around
100% customers want to
buy enriched food to stay
healthy. Factors such as
retailers influence do not
work since the awareness of
healthy and nutrional food
is prevalent in the
respondents

13. Diet Changes - Include nutritionally rich food in diet
- Respondent Gender
Responses
Respondent’s Gender
Female Male Total
Yes 45 15 60
No 15 15 30
Total 60 30 90
0
5
10
15
20
25
30
35
40
45
50
Female Male
yes No
Interpretation: In the above analysis the
respondent of female are eagerly changes
their life style by more consumption of rich
nutritionally food where males not interested
to change.

14. FINDINGS
• The study finds that taste, cost and nutrition are the important
factors that are detrimental for consumers to seek for healthy food.
• The respondent’s do exhibit a varying level of awareness towards
how the eating habits affect the environment.
• It is also evident that participants are well aware of the benefits of a
healthy diet and they possess significant knowledge about healthy
and eco- friendly products.
• Female respondents who are the main decision maker regarding
dietary changes exhibit their inclination towards modifying the
dietary habits for a good physical health and also as their
contribution towards mother earth.

15. CONCLUSION
• The above study throws an insight relating to awareness of
benefits and potential benefits of healthy foods among the
people. This provides the marketer to come out with eco
friendly healthy products that is sustainable.

16. • THANK YOU
FOR THE OPPORTUNITY
THANKS FOR THE
& TEAM