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VOL. 10, ISSUE 6 (2025)
Assessment of consumer behaviour, awareness and purchasing patterns of pork and pork products in India
Authors
S Harini, C Vasanthi, Narendra Babu R, Sesh P S L, Ezhilvelan S
Abstract
Pork consumption in India is influenced by a
combination of cultural, economic, and nutritional factors; however, there is
limited research on consumer preferences and awareness related to pork and its
products. The present study was conducted to evaluate the socio-demographic
determinants influencing pork consumption behaviour among Indian consumers. A
structured questionnaire was administered to 510 respondents representing
different states, age groups, religions, educational levels and occupations.
The survey encompasses respondents’ personal profiles, purchasing behaviours,
and frequency of pork consumption. The results revealed that a majority of pork
consumers were rural respondents (62.20%) and were males (59.20%),
predominantly within the 21–40-year age group. The majority of consumers
(73.90%) reported consuming pork only occasionally. Open-sided meat shops (49%)
were the major source of purchase, followed by retail meat outlets (25.70%).
Freshness, cleanliness and taste preference were the predominant factors
influencing the purchase decision, while the religious restrictions and health
concerns were the principal reasons for non-consumption. The findings
underscore the increasing acceptance of pork across diverse demographic groups
in India and emphasize the importance of ensuring hygienic retail practices and
enhancing consumer awareness to support safe and sustainable pork marketing.
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Pages:6-11
How to cite this article:
S Harini, C Vasanthi, Narendra Babu R, Sesh P S L, Ezhilvelan S "Assessment of consumer behaviour, awareness and purchasing patterns of pork and pork products in India". International Journal of Food Science and Nutrition, Vol 10, Issue 6, 2025, Pages 6-11
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