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1121. Exploring Consumer Preferences for Subscription: Promoting Sustainable Food Alternative for Synergy between Local and Global Communities

Invited abstract in session WC-53: Sustainability and Equity in Ecosystems, Ecology and Food, stream Sustainable and Resilient Systems.

Wednesday, 12:30-14:00
Room: 8007 (building: 202)

Authors (first author is the speaker)

1. Prashant Kumar
Department of Mechanical Engineering, Indian Institute of Technology (IIT), Delhi
2. Nomesh Bolia
Department of Mechanical Engineering, Indian Institute of Technology (IIT), Delhi

Abstract

The focus on sustainable health-oriented food choices has become significant on a global scale. The trend towards consuming organic and sustainable products has seen notable growth, particularly catalysed by the impact of the COVID-19 pandemic. Consumers are now willing to pay a premium for organic and sustainable foods. The promotion of these products has the potential to uplift the income of farmers and processors relying on these products, especially in developing nations like India.
This work involves a case study in India, with the motivation of assessing consumers' subscription inclinations to natural sweetener (jaggery). Jaggery prepared from sugarcane juice is an unrefined medicinal sugar with the potential to substitute white sugar across various applications. This survey-based study utilizes structural equation modeling to analyse the impact of utilitarian values, customer attitude, customer awareness, hedonic motives and perceived barriers on subscription intentions.
The promotion of jaggery consumption not only aligns with India’s commitment to endorse indigenous products with the potential to create rural employment but also contributes to the global efforts towards achieving SDGs, particularly SDG1, SDG8 and SDG13. This research aims to develop a comprehensive subscription model that considers consumer preferences, pricing strategies, economic viability and other adaptive mechanisms to effectively scale this product based on local and global conditions.

Keywords

Status: accepted

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