📄 Abstract
“Advertising is a persuasive communication attempt to change or reinforce one’s prior attitude that is predictable of future behaviour.” If we look around the world filled with advertising on huge billboards in the street, on the pages of magazines, between the tracks played on the radio, on the walls of the subway, on the pages of internet sites, at the bottom of emails, on the back of cinema tickets, on the shirts of football players. Food culture represents the traditions, beliefs, and practices associated with food consumption within a society. The Garhwal region of Uttarakhand and possesses a rich culinary heritage based on traditional foods such as Kandali ki Kafuli, Chainsoo, Jhangora, Mandua, Bhatt ki Churkani, Gahat Dal and Faanu. However, increasing exposure to advertising through Print Media (Newspapers and Magazines), Electronic Media (Tevelision and Radio), Social Media, Mobile applications, and digital marketing has significantly transformed food preferences, especially among youth. This study investigates the impact of advertising on food the food culture of Garhwal region and analyzes how modern marketing strategies influence food choices, eating habits and cultural identity. The study finds that advertising has contributed to the growing popularity of fast food, packaged food products, and multinational food brands while simultaneously reducing the consumption of traditional Garwhali foods. The study adopts a quantitative survey design. Data are collected from 200 respondents through a structured questionnaire using stratified random sampling. Statistical techniques such as percentages analysis, mean score analysis, Chi-square test and correlation analysis are employed. The findings indicate that social media is the most influential advertising medium among Garhwal region. Exposure too food advertisements significantly affect food habits and consumer behaviour, encourages fast food consumption and contribute to changing dietary habits. The study concludes that advertising play a vital role in shaping food culture among Garhwal region and recommends media literacy and nutrition awareness programs.
🏷️ Keywords
📚 How to Cite:
Dr. Dinesh Chandra , IMPACT OF ADVERTISING ON FOOD CULTURE OF THE GARHWAL REGION: A STUDY OF CHANGING FOOD HABITS AND CONSUMER BEHAVIOUR , Volume 12 , Issue 6, June 2026, EPRA International Journal of Multidisciplinary Research (IJMR) , Pages: 848 - 855 , DOI: https://doi.org/10.36713/epra28546