Consumer Preferences of Chia Products: A Conjoint Analysis

Abstract

Chia (Salvia hispanica L.) is a nutrient-rich crop native to Mexico and Guatemala, valued for its high content of omega-3 and omega-6 fatty acids, protein, dietary fiber, vitamins, and antioxidants. While historically significant for the Aztecs and Mayans, chia has become a globally cultivated crop due to its health benefits. Introduced to India by CFTRI Mysore in 2015, it has gained substantial traction, particularly in Karnataka, where it has emerged as a key crop. This study investigates chia seed consumption among 80 urban consumers in Bangalore using purposive sampling and structured questionnaires. Conjoint analysis evaluates consumer preferences, while Garrett's ranking technique identifies critical factors influencing consumption patterns. The findings reveal that chia seeds are widely integrated into daily diets, with their whole form being universally consumed. Products such as chia pudding, beverages, and snacks are favored weekly. Key preferences are shaped by health benefits, dietary trends, and accessibility, with moderate to high socio-economic status consumers showing greater engagement. Awareness about chia seeds is primarily driven by social media and direct interactions at food festivals, whereas organized retail outlets and online platforms are the dominant purchase channels. The study emphasizes the growing relevance of chia seeds in urban diets, aligning with global health trends and sustainable agriculture practices. However, limitations include a focus on a specific geographic area and consumer segment, which may not capture the diversity of broader consumer behavior. Future research could explore rural consumption patterns and strategies for expanding chia’s accessibility to diverse socio-economic groups, thereby enhancing its market potential and sustainability impact.