In the current study, consumers’ behavioral intention, health consciousness, willingness to pay, level of knowledge and exploratory buying behavior for fortified was studied. To collect the data a structured questionnaire was formulated and approximately 1000 respondents from Delhi were approached. The Theory of Planned Behavior (TPB) applied to the study showed a total of 11 percentage of the variance amongst the three variables namely attitude, subjective norms and perceived behavioral control towards the behavioral intentions of the consumers about the fortified foods, and interestingly subjective norm was found to be the most impactful variable to affect the overall intention of the consumers’ to purchase fortified food products. Additionally, while determining the factors for buying fortified foods, it was observed that ‘nutritional composition of the product’ followed by the ‘food safety’ and ‘appropriate knowledge’ about the particular product were some of the prime factors that consumers take in consideration while purchasing food products. The paper also dives into the willingness to pay estimates for the fortified food products and it was realized that consumers prefer to purchase fortified foods if they are more or less same in price value in comparison to the conventional ones. Overall, the results provided in-depth insight about the consumers’ behavioral intentions, health consciousness knowledge, perception and factors contributing the purchase behavior of fortified food commodities by the Indian urban population.

Keyword: Behavior intention; Fortified food; Theory of planned behavior; Willingness to pay;