Consumer link in cold chain: Indian scenario

This paper is an attempt to study the awareness, behavior and practices among Indian consumers, regarding maintenance of cold chain from retailer's place to home and at homes within the framework of food safety. A sample of 524 consumers is taken in total. The study is conducted at 12 retail stores and through household visits in three state capitals in India. The study reveals that the consumers do not have adequate awareness about refrigeration practices or consider themselves responsible for maintaining cold chain and food safety. At a time when cold chain is a key issue for the food industry, these findings could assist government, non-government organizations, industry, academia and community in collectively developing effective public education programs, to alert and motivate the consumers against the possible hazards of ignorance of healthy practices for cold chain maintenance at homes. (C) 2010 Elsevier Ltd. All rights reserved.