Consumer awareness and adoption of multi-source edible oils: key influencing factors and barriers

Abstract

Edible oils are essential to Indian cooking methods and flavour profiles and they have long been a component of human nutrition and culinary traditions. These oils, derived from a range of plant sources, significantly improve the taste, texture and nutritional value of food. In recent years, there has been a surge in interest in Multi-Source Edible Oils (MSEO), also known as blended oils, which combine two or more types of vegetable oils to create products with improved cooking properties and nutritional profiles. Edible oil consumption is influenced by various factors, such as marketing efforts, culinary preferences and health consciousness. As lifestyle-related health conditions such as cardiovascular disease and diabetes become more prevalent, many consumers are becoming more concerned about their cooking oil choices. The purpose of this study is to examine consumer awareness, adoption factors and barriers related to MSEO in Coimbatore, Tamil Nadu. The study uses statistical tools like factor analysis and Garrett ranking to identify the major factors and constraints in adopting MSEO. The study reveals that, while most respondents are aware of MSEO, only a few use it. Product performance emerges as the main factor influencing adoption, while marketing, health and economic variables also play a role. Major barriers include higher prices, preference for traditional oils and lack of knowledge. These findings can aid the development of strategies to enhance MSEO adoption, potentially leading to healthier dietary practices in the region.