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@article{187151,
        author = {Raghavendra Prasad N and Dr. Savitha V},
        title = {CONSUMER BEHAVIOR AND ARECA NUT CONSUMPTION IN KARNATAKA: EXPLORING PATTERNS, PERCEPTIONS AND DEPENDENCY FACTORS},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {6},
        pages = {4526-4538},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=187151},
        abstract = {Betel leaf tends to be used with areca nut, a widespread cultural practice in the region and part of traditional, cultural rituals and social interaction in Karnataka. The main objective of the research was to study the patterns of consumption, social norms and beliefs regarding areca nut consumption, as well as awareness of the health consequences of areca nut consumption in Karnataka. A structured questionnaire was utilized to collect primary data from 125 respondents. Regression and Correlation results provide strong statistical support for accepting the alternative hypothesis. The study confirmed that cultural or social factors and health-related awareness and dependencies significantly influence areca nut consumption patterns in Karnataka. Health awareness shows a slightly stronger predictive and deterrent effect than cultural practices, underscoring the need for targeted public health interventions that address behavioral norms and knowledge dissemination. This study supported the critical distinction between these different forms of consumption. It emphasized that health risks are associated explicitly with betel quid and processed or flavored areca nut products, not with the traditional use of raw areca nut with betel leaf.  Recognizing this difference is vital for designing informed health education programs, preserving beneficial conventional practices and targeting only the genuinely harmful variants of areca nut consumption in public health interventions.},
        keywords = {Areca Nut Consumption, Consumer Behavior, Cultural Practices, Health Awarenes, and Social Norms.},
        month = {November},
        }