Nudging Nutritional Resilience: An Econometric and Behavioral Analysis of Social Marketing Interventions on Consumer Well-Being in India

Author(s)	Dr. Krupaben Jitendrabhai Rao
Country	India
Abstract	In the 21st century, the transition from communicable to non-communicable diseases (NCDs) poses a significant economic threat to developing nations like India. This paper investigates the intersection of Marketing Management and Economics by analyzing how social marketing nudges influence consumer nutritional choices. Utilizing a data-driven approach, the study evaluates the price elasticity of healthy vs. processed foods and the ROI of lifestyle interventions. Using data from NFHS-5 and NSSO (78th Round), the research demonstrates that information asymmetry in food labeling leads to market failure, which can be corrected through strategic marketing management. The findings suggest that for every ₹1 invested in nutritional marketing, there is a long-term economic saving of ₹19 in healthcare costs, aligning with the "Vikshit Bharat" vision of a healthy, productive workforce.
Keywords	Behavioral Economics, Social Marketing, Nutritional Well-being, Price Elasticity, PM-USHA, Consumer Behavior.
Field	Sociology > Administration / Law / Management
Published In	Volume 8, Issue 1, January-February 2026
Published On	2026-01-19
DOI	https://doi.org/10.36948/ijfmr.2026.v08i01.66582

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