Shifts in Food Consumption Practices among Middle-Class Households in Bengaluru, India

Neda Yousefian (), Elena Wenninger and Christoph Dittrich
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Neda Yousefian: Institute of Geography, Department of Human Geography, University of Göttingen, 37077 Göttingen, Germany
Elena Wenninger: Integration Consulting Group, Wiesenstraße 5, 60385 Frankfurt am Main, Germany
Christoph Dittrich: Institute of Geography, Department of Human Geography, University of Göttingen, 37077 Göttingen, Germany

Sustainability, 2022, vol. 14, issue 20, 1-22

Abstract: The middle class in India is estimated to be roughly half of the population and, as such, holds considerable sway in influencing consumption trends. We explored food consumption practices and indicators for food transitions among middle-class households in the South Indian megacity of Bengaluru. Through 38 qualitative interviews, we asked respondents about their perceptions of food safety and how they navigate food safety risks in their daily food practices. The COVID-19 pandemic brought the topic of food safety into sharp relief, and consumers were keen on maintaining good health through food consumption. We engaged social practice theory to understand food shopping practices, the rise in immune-boosting foods and the consumer demand for safe, healthy food as this relates to wider sustainable food transitions. We found that middle-class consumers mitigate food safety risks through careful selection of where food is purchased. A rise in immune-boosting foods, traditional herbs and spices part of the regional diet are being revitalized. Demand for organically grown foods is hampered by a lack of trust in verification systems. We argued that government investment in building consumer confidence in both food safety, and organic labeling increases the willingness to pay a premium price among middle-class consumers.

Keywords: food safety; food transitions; social practice theory; middle class; COVID-19; India (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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