Food Acceptability among Consumers: a Study done on West Bengal

Abstract

The current study helps us to not only understand the cultural backgrounds of food habits of the local people residing in West Bengal but will also help in encouraging sustainability through healthy eating habits, by reducing diseases spread through digestive infection, and towards the state's financial growth. This study bridges a crucial gap in understanding the food behaviour of diverse communities within West Bengal, offering region-specific insights into eating habits. The present research work focuses on finding the factors specific to West Bengal and to discover which factor(s) influence the eating habits of local people. A total of 364 face-to-face interviews, consisting of a Lickert scale-based self-reported questionnaire were conducted on the residents of West Bengal. Several methods were used to analyse the data, such as exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and Path Analysis in structural equation modelling (SEM). These methods ensured the accuracy and validity of the findings, allowing for in-depth interpretation of consumer behaviour patterns. Confidence level at 95% had been chosen for the current research work. Given the outcome of the analysis, it can be determined that the economic condition, acculturation, attitude and self-control behaviour have significant direct influences on food acceptability behaviour. The results of the present work will aim to assist entrepreneurs to develop strategies for the future that will be useful in preparing effective menu planning, and menu pricing. It will also help the consumers in developing sustainable healthy eating habits.