Journal of Nutrition & Food Sciences
Open Access

Abstract

Empirical Investigation into Consumer Attitudes and Purchase Intention Regarding Fortified Rice in an Emerging Economy

Dilhan Goonetilleke*

With two billion people lacking key micronutrients in their dietary composition, and 155 million children being stunted and 52 million children emaciated, the developing world is in acute need of functional food in their diet. The commonest staple diet in South Asia, including Sri Lanka, is rice. With 15% of the children below 5 years being anemic, and 5% showing zinc-deficiency symptoms, Sri Lanka could be considered an ideal geographical entity to adopt the fortification of rice. Nevertheless, the consumer acceptance of fortified rice is a crucial determinant in any successful introduction of this novel product in developing countries. A survey conducted among 385 potential consumers to assess the consumer attitudes and purchase intention in respect of fortified rice, revealed consumerwillingness to pay a premium price for branded fortified rice, and also positive consumer behavior towards the novel product in the top income quartile of the population. The research would thus be an impetus for future studies in South and Southeast Asia on the popularizing of nutrient rich food varieties in contextually similar emerging economies. This study also highlights how novel products can be used to eradicate nutrition deficiencies by altering consumer behavior.

Published Date: 2025-10-21; Received Date: 2024-06-05