RESEARCH PROJECT

Investigating the Paradox of Increasing Meat Consumption in India Despite the Growing
Popularity of Plant-Based Diets Globally.

DR. ANSHU SINGH

SENIOR LECTURER,
Institute of Hotel Management Catering & Nutrition, Pusa, New Delhi

SHASHANK CHAUHAN
2041117253
B.SC Hospitality & Hotel Administration 2020-2023
Institute of Hotel Management Catering & Nutrition, Pusa, New Delhi

Introduction
 In recent years, plant-based diets have gained significant popularity globally due to their
health and environmental benefits. However, despite this trend, there has been an increase in
meat consumption in India. This paradox presents an interesting research topic, as it raises
questions about the factors contributing to this trend and its implications. This research aims
to investigate the paradox of increasing meat consumption in India despite the growing
popularity of plant-based diets globally.

Past scenarios – Historically, India has had a predominantly vegetarian culture due to
religious and cultural beliefs. However, with the rise of the middle class and globalization,
there has been a shift towards meat consumption in India. Additionally, the government's
support for the meat industry and the changing dietary preferences of the younger
generation have also contributed to this trend.

Present Scenarios – In recent years, there has been a growing awareness of the
environmental and health benefits of plant-based diets globally. Many individuals and
organizations are adopting vegan and vegetarian lifestyles to reduce their carbon footprint
and promote a healthy lifestyle. However, in India, there has been an increase in meat
consumption, particularly in urban areas, which is concerning given the country's large
population and the impact on the environment and health.

Objectives – The main objectives of this study are to:

1. To identify the reasons behind the increasing consumption of meat in India
despite the global trend towards plant-based diets.
2. To examine the cultural and social factors that influence the consumption of
meat in India and how they may differ from those in other countries.
3. To investigate the economic factors that contribute to the growth of the meat
industry in India and the potential impact of these factors on the dietary
choices of consumers.
4. To evaluate the health and environmental implications of the increasing
consumption of meat in India and the potential benefits of transitioning
towards plant-based diets.
5. To explore potential solutions and interventions that can promote healthier
and more sustainable dietary patterns in India while also taking into account
cultural, economic, and social factors.
Significance/Aim – : This research is significant as it will shed light on the reasons
behind the paradox of increasing meat consumption in India and its implications. The study
will contribute to the understanding of the factors driving meat consumption in India and
how they differ from global trends. It will also provide insights into the perception of plant-
based diets in India and the potential barriers to their adoption. It also addresses an
emerging paradoxical trend in India and contributes to the global discourse on sustainable
food systems. Understanding the reasons behind this trend can inform policy interventions
to promote sustainable and healthy food habits in India.

REVIEW OF LITRETURE
1. A study published in the Journal of Hunger & Environmental Nutrition in 2019
titled "The Paradox of Meat Consumption in India: Evidence from National-
Level Data" analyzed data from the National Sample Survey and found that
meat consumption in India has been increasing over the years, especially
among higher-income groups. The authors attribute this trend to the
changing food habits and increased affordability of meat products.
2. Another study published in the Journal of Agricultural and Food Ethics in 2020
titled "Exploring the Paradox of Meat Consumption in India: An Ethical
Analysis" examined the ethical implications of the paradox of meat
consumption in India. The authors argue that the growing meat consumption
in India is problematic due to the negative environmental impact of animal
agriculture and the ethical concerns surrounding the treatment of animals.
3. A research paper published in the International Journal of Environmental
Research and Public Health in 2020 titled "India's Meat Industry and the
Paradox of Increasing Meat Consumption" provides an overview of the meat
industry in India and its contribution to the paradox of increasing meat
consumption in the country. The authors highlight the economic benefits of
the meat industry but also emphasize the need for sustainable and ethical
practices to mitigate the negative environmental and social impacts of the
industry.
4. In 1996, a study was conducted by researchers at Purdue University to
investigate consumer acceptance of hydroponic lettuce. The study found that
consumers rated hydroponic lettuce as having a higher perceived quality than
conventionally-grown lettuce. However, consumers were willing to pay only
slightly more for hydroponic lettuce, indicating that they did not perceive it to
be significantly more valuable.
5. In 1998, a study was conducted by researchers at the University of Florida to
investigate consumer perceptions of hydroponic produce. The study found
that consumers perceived hydroponic produce to be fresher and of higher
quality than conventionally-grown produce. However, consumers were not
willing to pay significantly more for hydroponic produce.
6. In 2001, a study was conducted by researchers at the University of Arkansas to
investigate consumer perceptions of hydroponic tomatoes. The study found
that consumers rated hydroponic tomatoes as having a higher perceived
quality than conventionally-grown tomatoes, particularly in terms of taste and
 appearance. However, consumers were not willing to pay significantly more
for hydroponic tomatoes.
7. In 2002, a study conducted by researchers at the University of Arizona
investigated consumer attitudes towards hydroponically-grown lettuce. The
study found that consumers perceived hydroponic lettuce to be fresher and
more visually appealing than conventionally-grown lettuce. However, they
also found that consumers were willing to pay more for conventionally-grown
lettuce.
8. In 2010, a study conducted by researchers at the University of Georgia
investigated consumer attitudes towards hydroponically-grown tomatoes. The
study found that consumers perceived hydroponic tomatoes to be of similar
quality to conventionally-grown tomatoes, but were willing to pay more for
conventionally-grown tomatoes.
9. A 2012 study conducted by researchers at the University of Florida
investigated consumer attitudes towards hydroponically-grown strawberries.
The study found that consumers perceived hydroponic strawberries to be of
similar quality to conventionally-grown strawberries, but were willing to pay
more for conventionally-grown strawberries.
10. In 2014, a study conducted by researchers at the University of Arkansas
investigated consumer attitudes towards hydroponically-grown lettuce. The
study found that consumers perceived hydroponic lettuce to be of similar
quality to conventionally-grown lettuce, but were willing to pay more for
conventionally-grown lettuce .
11. In 2015, a study published in the journal HortScience surveyed 200 consumers
in the United States to assess their attitudes towards hydroponic lettuce. The
results showed that consumers perceived hydroponic lettuce as fresher and
more environmentally friendly than conventionally grown lettuce. However,
they rated the taste and appearance of conventionally grown lettuce higher
than hydroponic lettuce.
12. Another study published in the Journal of Agricultural and Resource
Economics in 2016 examined consumer preferences for hydroponic versus
field-grown lettuce in the United States. The study found that consumers were
willing to pay a premium for hydroponic lettuce if they perceived it to be of
higher quality and safer to consume.
13. In a study published in the Journal of Food Distribution Research in 2017,
researchers surveyed 400 consumers in the United States to investigate their
attitudes towards hydroponic lettuce. The study found that consumers were
generally positive about hydroponic lettuce and perceived it to be fresher and
safer than conventionally grown lettuce.
14. A 2018 study published in the journal Sustainability examined consumer
attitudes towards hydroponic lettuce in Spain. The study found that
consumers were willing to pay a premium for hydroponic lettuce if it was
labeled as organic or eco-friendly. However, consumers perceived
 conventionally grown lettuce as having better taste and texture than
hydroponic lettuce.
15. In a study conducted in 2018, researchers aimed to explore the consumer
attitudes towards hydroponic produce in the US. They found that while a
majority of consumers had not heard of hydroponic produce before, once
they were informed of the growing method, most participants perceived it
positively. However, when it came to taste, the majority of consumers
preferred conventionally-grown produce.
16. In a 2019 study conducted in the UK, researchers aimed to explore the
consumer attitudes towards hydroponic produce and its sustainability. They
found that consumers perceived hydroponic produce as sustainable, due to its
ability to use less water and pesticides compared to conventional agriculture.
However, they also found that consumers were willing to pay a premium for
hydroponic produce only if it was locally grown.
17. In a 2020 study conducted in Canada, researchers aimed to explore the
consumer attitudes towards hydroponic produce and its nutritional value.
They found that while consumers perceived hydroponic produce as fresher
and more nutritious, they were also willing to pay more for conventionally-
grown produce due to their perceived higher quality.
18. In a 2021 study conducted in Australia, researchers aimed to explore the
consumer attitudes towards hydroponic produce and its taste. They found
that while consumers perceived hydroponic produce as fresh and of high
quality, they preferred conventionally-grown produce when it came to taste.
However, the researchers also noted that younger consumers were more
willing to try and purchase hydroponic produce compared to older
consumers.

METHODOLOGY
Location – Delhi, India(Questionnaire)

Sample Size – 100

Tools & Techniques -

EXPECTED RESULTS
T The research is expected to reveal the drivers of meat consumption in India and their
implications for health and the environment. It will also provide insights into the perception
of plant-based diets in India and potential strategies to promote their adoption. The study's
findings will be valuable for policymakers, healthcare professionals, and individuals
interested in promoting sustainable and healthy diets.

BIBLIOGRAPHY
 Bhatia, J., & Kumar, P. (2018). Factors influencing meat consumption in India.
Journal of Food Products Marketing, 24(5), 506-518.
 Gupta, R. (2021). Meat consumption in India: trends and implications.
Economic and Political Weekly, 56(6), 31-38.
 Krishnan, V., & Mahesh, V. (2020). Understanding the Indian consumer's
perception of vegetarianism: A preliminary study. Journal of Business
Research, 118, 405-412.
 Ranganathan, J., & Waite, R. (2020). Plant-based diets in India: a review.
Sustainability Science, 15(6), 1723-1741.
 Singh, G., Singh, A., & Singh, S. (2019). Meat consumption in India: A review of
emerging trends and health implications. Journal of Ethnic Foods, 6(1), 7-17.
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