Exploring the Disconnect between Awareness and Execution of Health-conscious Behaviour Regarding Food Additives among Consumers

Description

Page: 476-482

Varsha Kapoor (Department of Sociology, Government MAM College, Cluster University of Jammu, Jammu and Kashmir)

After a detailed review of recent studies on food additives, it has been realised that the researchers have primarily focused on the awareness of consumers regarding food additives and their impact on health. But, with only modest integration with the execution to change their choices for better health. Despite increased consumer awareness about additives in food products, there exists a noticeable gap between this awareness and the actual execution of health-conscious behaviour regarding food choices and intake. This purposive review research paper delves into the factors influencing this critical gap. It also explores the long-term impact of food additives on health, considering both direct and indirect consequences. It is realised that lack of understanding, price and accessibility, psychological barriers and social and cultural norms play a crucial role in influencing consumers’ choices. The aim is to provide actionable insights to bridge this gap and promote healthier consumer choices.