The lifestyles and food consumption patterns of India's new urban middle classes are changing rapidly. Emerging trends such as the growing popularity of fast food and convenience food and the increasing consumption of animal products, sugar and fat are causing adverse environmental, health and social e ects. In order to counter these trends, e ective strategies for promoting sustainable food consumption patterns are urgently needed. This empirical case study combines a revised update of the study "The Market for Organic Food: Consumer Attitudes and Marketing Opportunities" (Osswald and...