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The Role of Jaggery in Modern Consumer Food Habit - a Review

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The Role of Jaggery in Modern Consumer Food Habit - a Review International Journal of Advanced Scientific Research and Management, Volume 3 Issue 8, Aug 2018 www.ijasrm.com ISSN 2455-6378 The Role of Jaggery in Modern Consumer Food Habit - A Review P. Alamelu mangai1 and K. Subramaniam2 1 PG and Research Department of Commerce, Sri Vasavi College, Erode- 638 316 2 PG and Research Department of Commerce, Erode Arts and Science College, Erode Abstract country. It is also known as Gud, jaggery, vellam and Sugarcane has mainly three processed products viz., bella. Sugar, jaggery and Khandsari of which sugar is a Jaggery is one of the organic food. Jaggery is strategic commodity because it has used world prepared by concentrating the sugarcane juice and it widely. Sugar is used as an additive in various food is available in the form of solid block and in semi- and beverages consumed daily by the world liquid form. Besides this, the sap collected from community. A great need for sugar as a sweetener, some palm trees such as Palmyra palm, (Borassus but people want a low -calorie sweetener and healthy. flabelliser L.), coconut-palm (Cocos nucifera L.), It is suitable with which said that sugar is a purified wild date palm (Phoenix sylvestris Roxb.) and sago- (refined) sugar cane juice after all the vitamins, palm (Caryota urnes L.) is used for preparation of minerals, proteins, enzymes and other beneficial jaggery (Pattnayak and Misra, 2004) for ease of nutrients discharged. In this health conscious era handling, packing and storage. Jaggery in granular where healthy food is preferred over normal food, form is becoming popular. They by gyroscopic Jaggery plays an important role. It is also called as nature of granulated jaggery, product lead to non-centrifugal sugar. Jaggery had much nutritional stickiness and caking problems. Jaggery is and medicinal aspect like its anti-carcinogenic and alternative source of refined sugar. It is a traditional antitoxic activity. It had proved itself better as it unrefined non-centrifugal. It contain rich important compared to white sugar. In recently sugar minerals, vitamins and proteins. consumers turn to other sources of natural sweetener Natural and Organic Food segment is amongst the for health issues. In this review briefly describes most trending food segments in the country in the about the manufacturing process of jaggery, recent times. With the change in lifestyle and food importance of jaggery, nutrients of jaggery and habits in the urban population of the country, this benefits of jaggery. segment is set to move as major segment in upcoming times. With the growing awareness of Keywords: sugarcane, jaggery, consumer, nutrition natural and organic farming practices and the various health benefits availing from them, the buying patterns of consumers have found to be shifting 1. Introduction towards natural and organic foods. The majority of Indian population being rural, India is world’s largest producer of sugar and suffers due to under nutrition and or malnutrition, as sugarcane. In India of the 300MT of sugarcane the common Indian diet is deficient in nutrition. So, produced, 53% is processed into white sugar, 36% jaggery is very essential need to Indian rural into jaggery and remaining 11% for cane juice and population. seed cane (Singh et al., 2011). The methods of converting sugarcane and manufacturing sugar, 2. Review of literature jaggery and different but a great value is added in the manufacturing of these consumable final products. Chan’s (2001) study had substantiated that adult Further it offers employment opportunity to millions Chinese consumers attitude towards green purchases of people. Jaggery is prepared in all parts of the and purchase intent were greatly influenced by the 264 International Journal of Advanced Scientific Research and Management, Volume 3 Issue 8, Aug 2018 www.ijasrm.com ISSN 2455-6378 man-nature orientation, degree of collectivism, to predict both attitudes and intention to purchase ecological affect and ecological knowledge. organic produce, emphasizing that respondents Williams and Hammitt (2001) find that consumers identification with ethical issues after attitude and believe organically grown produce poses fewer risks subsequent consumption choices. to consumers than conventional food produce, Paco et al., (2009) confirmed that there existed a specifically, respondents believe that lower– relationship between environmental values, attitudes pesticide- related mortality risks are associated with and behaviors, and that these can be linked to green the consumption and production of organically consumer’s behavior too. grown producer. Lee (2009) study found that to motivate based Lockie et al., (2004) reported that, consumers who female adolescent consumers make environmentally are concerned about natural foods, the sensory and friendly purchases, marketers need to use emotional emotional appeal of food and more likely to engage appeals, reiterate on individual responsibility of in green consumption practices are more likely to protecting the environment and provide peer have greater consumption of organic food. networking facility to spread good word – of mouth. Leire and Thidell (2005) indicate, 20-50% of the Shijiu Yin et.al (2009) the global market for organic consumers give priority to environmentally related food has developed significantly in the past decade. issues of the products they purchase. However, it is The organic food industry in China is export oriented, also stated that consumers are often found to with production growing rapidly, although the overestimate their use of product-related domestic market remains relatively small. This paper environmental information (Asikainen, 2000; Bjurk, surveys 432 consumers from three cities in China, 1997). consequently establishing a log it model to analyses Yee et al., (2005) stated that, food safety represents the main factors affecting consumers’ choice for consumers’ concern regarding residues in food organic food. The result indicates that Chinese resulting from chemical sprays, fertilizers, artificial consumers’ intent to purchase organic food is additives and preservative which is often linked to strongly affected by factors such as income, degree farming methods. Similarly, food safety incorporate of trust in organic food, degree of acceptance of other elements, such as microbiology safety and organic food price, and consumers’ concern on self- animal disease related safety issues (e.g. bovine health. This intent is only slightly affected by factors spongiform encephalopathy, food and mouth etc.) such as consumers’ age, education level and concern the scare research on food safety in terms of about environmental protection. Based on the results, pesticide residues, hormones and natural toxins the following measures are recommended: reduce the (Canavari et al., 2002, Honkanen et al., 2006). cost of organic food through multiple channels to cut Naspetti and Zanoli (2006) were reported that, down the market price; establish and perfect the Nutritional content is a quality aspect that consumers supervision system of organic food; and promote link to personal health. High content of vitamins, organic food through various channels. more nourishing meals and a healthy diet were Hee Yeon Kim and Jae-Eun Chung (2011) studied reported as reasons for purchasing organic food by that consumer purchase intention for organic 4%-7% of regular organic food consumers. personal care products. This paper found that Mostafa (2007) indicates, personal habits and environmental consciousness and appearance lifestyles of consumers in the US and Western, consciousness positively influence attitude toward Europe are becoming more environmentally buying organic personal care products. The addition responsible; yet Eastern countries, such as Egypt, are of past experiences as a predictor of purchase just at the stage of green awakening. intention and perceived behavioral control as a Moisander (2007) indicates, environmental moderator of the attitude- purchase intention awareness increases especially in western markets, relationship yielded an improvement on the TPB yet there are still barriers to the green consumption model (TPB – Theory of planned behavior). styles arising from the cultural, infrastructural Farah Ayuni shafie and Denise Rennie (2012) political and economic circumstances. Studied that consumer perception towards organic Nina Michaelidou and Louise M. Hassan (2007) in food, in this paper said that food safety, human this paper entitled, the role of health consciousness, health and environmental concern along with sensory food safety concern and ethical identify. On attitudes attributes such as nutritive value, taste, freshness and and intention within the context of organic produce. appearance influence organic food consumers In this findings indicate food safety as the most preferences. Demographic variables may define important predictor of attitude while health organic consumers but the correlation is not very consciousness appears to be the least important significant. Consumers also associate organic food motive in contrast to findings from some previous with natural process, care for the environment and research. In addition ethical sol – identify was found animal welfare and the non-use of pesticides and 265 International Journal of Advanced Scientific Research and Management, Volume 3 Issue 8, Aug 2018 www.ijasrm.com ISSN 2455-6378 fertilizers. Premium price continues to suppress of the juice becomes thick and then it is poured into organic food
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