Urban Indian Attitudes Towards Alternative proteins: Opportunities and Barriers Among Hindu and Muslim Consumers

Khara, T

Urban Indian Attitudes Towards Alternative proteins: Opportunities and Barriers Among Hindu and Muslim Consumers

Khara, T

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Publication Type:: Conference Proceeding
Citation:: 2023
Issue Date:: 2023-08-30

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Field	Value	Language
dc.contributor.author	Khara, T
dc.date	2023-08-30
dc.date.accessioned	2023-09-07T10:12:43Z
dc.date.available	2023-03-13
dc.date.available	2023-09-07T10:12:43Z
dc.date.issued	2023-08-30
dc.identifier.citation	2023
dc.identifier.uri	http://hdl.handle.net/10453/171977
dc.description.abstract	India is witnessing a shift from vegetarianism towards diets containing greater amounts of meat. Factors driving demand for meat include rising income levels, urbanisation and exposure to global eating patterns among the middle classes who can afford to consume meat for nutritional, sensory and symbolic reasons. As dietary choices - meat consumption in particular - has a significant impact on resources, encouraging meat-reduction and a move towards more sustainable forms of protein in one of the world’s most populous countries is a relevant issue for sustainability. Although studies on meat consumption in India is limited, cultural and religious influences shape how meat is perceived. Majority (80%) of Indians identify as Hindu and a significant minority (13%) identify as Muslims. The two groups have their own peculiarities relating to meat and cultural practices. Our qualitative study explored attitudes, among Hindu and Muslim consumers, towards plant-based meat. There were some common likes and dislikes noted, along with some key religious and cultural differences. Overall, the concept of plant-based meat was welcomed amidst India’s rapidly changing urban food culture which seeks experimentation with new ideas, concepts and trends. On the other, food neophobia was a barrier. There was also skepticism towards the artificiality of plant-based meats, and concerns as to how this might fit with traditional Indian eating and cooking practices. Some Hindu respondents viewed plant-based meat as a viable option on religious fasting days. In this regard, plant-based meat was also viewed as a guilt-free way to consume meat. However, among Muslims, meat and meat-eating were deemed a key part of their identity as minorities in Hindu India. Thus, several respondents were not in favour of plant-based meat and what it represented for the Muslim identity in India. These findings, along with the key differences across India’s prominent religious groups, are discussed further in this working paper.
dc.language	en
dc.relation	World Animal Protection
dc.relation	The Department of Foreign Affairs and Trade
dc.relation.ispartof	RGS-IBG Annual International Conference 2023
dc.rights	info:eu-repo/semantics/openAccess
dc.title	Urban Indian Attitudes Towards Alternative proteins: Opportunities and Barriers Among Hindu and Muslim Consumers
dc.type	Conference Proceeding
utslib.location.activity	London, UK
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/DVC (Research)
pubs.organisational-group	/University of Technology Sydney/DVC (Research)/Institute For Sustainable Futures
utslib.copyright.status	open_access	*
pubs.consider-herdc	false
dc.date.updated	2023-09-07T10:12:36Z
pubs.finish-date	2023-09-01
pubs.publication-status	Published online
pubs.start-date	2023-08-30

Abstract:

India is witnessing a shift from vegetarianism towards diets containing greater amounts of meat. Factors driving demand for meat include rising income levels, urbanisation and exposure to global eating patterns among the middle classes who can afford to consume meat for nutritional, sensory and symbolic reasons. As dietary choices - meat consumption in particular - has a significant impact on resources, encouraging meat-reduction and a move towards more sustainable forms of protein in one of the world’s most populous countries is a relevant issue for sustainability. Although studies on meat consumption in India is limited, cultural and religious influences shape how meat is perceived. Majority (80%) of Indians identify as Hindu and a significant minority (13%) identify as Muslims. The two groups have their own peculiarities relating to meat and cultural practices. Our qualitative study explored attitudes, among Hindu and Muslim consumers, towards plant-based meat. There were some common likes and dislikes noted, along with some key religious and cultural differences. Overall, the concept of plant-based meat was welcomed amidst India’s rapidly changing urban food culture which seeks experimentation with new ideas, concepts and trends. On the other, food neophobia was a barrier. There was also skepticism towards the artificiality of plant-based meats, and concerns as to how this might fit with traditional Indian eating and cooking practices. Some Hindu respondents viewed plant-based meat as a viable option on religious fasting days. In this regard, plant-based meat was also viewed as a guilt-free way to consume meat. However, among Muslims, meat and meat-eating were deemed a key part of their identity as minorities in Hindu India. Thus, several respondents were not in favour of plant-based meat and what it represented for the Muslim identity in India. These findings, along with the key differences across India’s prominent religious groups, are discussed further in this working paper.

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http://hdl.handle.net/10453/171977