PRIMA: Practices and Research in Marketing

1. Sruthiya V. N. – Assistant Professor, Department of Commerce, St. Joseph’s College (Autonomous) Devagiri, Calicut, Kerala, India.

2. Edakkotte Shaji – Associate Professor, Department of Commerce, Research Center Affiliated to University of Calicut, Government Arts and Science College, Meenchantha, Calicut, Odisha, India.

Received
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Accepted
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Published
10-Jun-2026
Abstract
Recognizing and embracing sustainable diets becomes increasingly crucial, as individuals, communities, and nations grapple with the challenges of the modern world. This research tries to explore the transformative role of women in nurturing familial well-being through the adoption of sustainable diets. The concept of sustainable diets not only targets the environmental effects of the purchase and consumption of food rather it has dimensions of healthier consumption, affordability as well as societal acceptability. Investigating how women contribute to the health and environmental sustainability of their families, the study examines various aspects such as nutritional decision-making, culinary practices, and the promotion of eco-conscious habits within the household. By understanding and highlighting women’s contributions, this research aims to shed light on the significance of their role in fostering healthier and more sustainable family lifestyles. The study revealed that women generally prioritize familial care regardless of their age, education, or employment status. However, significant differences in caregiving priorities and sustainable diet perceptions were observed among women with different educational qualifications, emphasizing the influence of education on attitudes towards caregiving and dietary choices.
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