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The Attitude of Indian Youth Toward Nutrition: Factors, Segments, and Implications

ABSTRACT Although consumers’ attitude toward healthy or nutritious foods has been studied, factors affecting attitude have not been sufficiently studied. This study deals with the factors affecting the attitude of Indian youth toward nutrition. The article also attempts to segment youth consumers on the basis of their attitude. The responses of 379 youths to the specifically developed questionnaire were subjected to principal component analysis to identify attitudinal factors and to delineate the segments of youth cluster analysis. Discriminant analysis was performed to establish the differences among segments. Five factors, namely “not sure,” “volume consciousness,” “costly but willing to pay,” “healthy homemade,” and “taste and practical,” were identified as having influence on youths’ attitude toward nutrition. Marital status, gender, and cities where youths have spent their last 5 years had significant influence on those attitudinal factors. Based on the varying importance of different attitudinal factors, consumers were categorized in three distinct segments. Based on the findings of the study, different management interventions can be planned to increase the intake of nutritious food by the youths of different segments.