Vol. 9, Special Issue 8, Part A (2025)

This study used a sample size of 90 respondents, selected through convenience sampling to gather insights efficiently from urban consumers. The approach allowed quick data collection from individuals accessible to the researcher. To analyze the data, Structural Equation Modeling (SEM) was applied to test the relationships between key factors like health consciousness, perceived control, and purchase intention. SEM was ideal for validating the proposed consumer acceptance model. The findings helped reveal both direct and indirect influences on consumer behavior toward fortified food. Measurement items for each construct were adapted from validated scales used in earlier research and contextualized for the fortified food sector. For instance, health consciousness items were derived from Gould (1988, 1990) and expanded through Dutta (2004) and Hong (2009), while purchase intention and consumer acceptance items were adapted from Tarkiainen & Sundqvist (2005) and others. The construct of consumer knowledge was partially self-developed to incorporate region-specific cues such as familiarity with the FSSAI logo. This systematic development of measurement items provides a comprehensive tool for assessing factors that influence consumer behavior in the growing market for fortified foods, particularly in emerging economies.