SUSTAINABLE FOOD HABITS IN INDIAN ADULTS: AN EMPIRICAL RESEARCH USING PLS SEM

Abstract

Embracing sustainable dietary practices is crucial for both our well-being and the ecosystem. Food production accounts for around 25% of global emissions of greenhouse gases, making minor dietary modifications significant. Choosing locally-produced goods minimises carbon emissions and bolsters local producers. Sustainable eating is selecting food options that enhance human and planetary health while considering social and economic considerations. In the food system, sustainable consumption is essential for mitigating environmental issues, securing food supply, and bolstering local communities. The essential tenets of sustainable eating are environmental preservation via reducing carbon emissions, minimising food waste, and selecting locally produced and organic items. This research seeks to explore the sustainable food habits among Indians in the Indian ecosystem. The research seeks to assess the association of Customer Knowledge, Customer Attitude, and Customer Behaviour about Sustainability within the Indian context. Data were gathered from 132 Indian adults. Sustainable Diets Questionnaire (SDQ) to evaluate the customer's knowledge, attitudes, and behaviours on sustainable eating practices. The hypotheses were evaluated using structural equation modelling (PLS). This research aids in comprehending the Indian customer's Food Habits. Finding showed that there is a significant relationship between Customer’s Knowledge, Attitude and Behaviour. Customer’s Attitude mediates the relationship between Customer’s Knowledge and Customer’s Behaviour. The moderators, namely Age, Education, and Income, do not influence the relationships among the three constructs: Customer Knowledge, Customer Attitude, and Customer Behaviour. Future study may include additional variables related to knowledge, attitudes, and behaviours about sustainability.