KNOWLEDGE, ATTITUDES and PRACTICES (KAP) TOWARDS NUTRITION AMONG WORKING WOMEN THROUGH MASS MEDIA

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Published ID: IJNRD2511221

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Sukriti Kumari, Dr. Kumari Rupam

ABSTRACT Aim- To identify gaps between awareness and actual behavior. This finding will guide targeted nutrition education with the help of media literacy and its interventions. In today’s digital era, mass media plays a pivotal role in shaping the nutritional knowledge, attitudes, and dietary practices of working women along with a demographic balance of professional duties and family responsibilities. This cross-sectional study surveyed 200 working women aged 25 to 50 to evaluate how mass media influences their nutrition-related behaviors. Demographically, 25% of respondents were aged 31–35 and another 25% aged 41–45, with 97% married and predominantly Hindu (95%). BMI classifications shown 37.5% within normal range (18.5–24.9), 32.5% overweight, and 20% obese (>30). Education levels also varied, with 45% graduates and 9% postgraduates. Nutritional knowledge was relatively high: 197 participants correctly identified the role of iron in hemoglobin formation, 171 participants recognized fruits and vegetables as a rich sources of vitamin and 189 acknowledged that milk and greens are rich in calcium. However, knowledge gaps were found, such as 51 respondents were unaware about the protective role of vitamin c against scurvy and 42 were uncertain about the importance of calcium in bone health. Attitudes toward nutrition was found largely positive; for example, 153 respondents agreed that moderate junk food intake can maintain health and 174 respondents emphasized on hygiene practices to be followed like covering cooked food. Nonetheless, actual nutrition and dietary practices showed discrepancies: 41% women never consumed fruits, 70% occasionally ate chocolates, and 59% abstained from traditional sweets like mithai, which indicates inconsistent translation of knowledge into behavior.Statistical analysis demonstrated that education is a significant factor influencing nutritional knowledge and hygiene awareness (χ² = 15.729, p = 0.046), while age influenced select knowledge areas such as role of calcium (χ² = 17.458, p = 0.026) and sources of vitamin A (χ² = 15.617, p = 0.048). The study reveals the double-edged nature of mass media as both a vital educational tool and a source of unverified diet trends, contributing to the disconnect between awareness and practices. Interpretation and conclusion: These findings emphasize Working women generally have good nutritional knowledge and positive attitudes, especially those with higher education. However, inconsistencies in dietary practices—like irregular fruit intake and frequent sweet consumption—indicate a gap between knowledge and behavior. Mass media serves both as an important source of information and a promoter of confusing diet trends. Keywords: Mass media, Nutritional knowledge, Dietary practices, Working women, Media influence, Nutrition education

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Sukriti Kumari & Dr. Kumari Rupam (November-2025). KNOWLEDGE, ATTITUDES and PRACTICES (KAP) TOWARDS NUTRITION AMONG WORKING WOMEN THROUGH MASS MEDIA. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 10(11), c216-c228. https://ijnrd.org/papers/IJNRD2511221.pdf

Volume 10 Issue 11, November-2025

Pages : c216-c228

Paper Reg. ID: IJNRD_310600

Published Paper Id: IJNRD2511221

Research Area: Social Science All

Author Type: Indian Author

Country: Patna, Bihar, India

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