IMPACTS OF LACK OF AWARENESS THAT IS RESTRICTING THE MICROGREEN MARKET OF NEPAL

Microgreens, despite being a new health trend in many other Asian countries, has failed to make an impression in Nepal. This study analyzes the impacts of lack of awareness that is restricting the marketability of microgreens in Nepal. The objective of this paper was to determine whether the marketability of microgreens is dependent on the awareness of microgreens. The research group consisted of a sample of 90 respondents, limited to citizens in Kathmandu Valley, Nepal. The research questions were structured around our problem; has the lack of awareness impacted the market of microgreens in Nepal. The questions in the survey were used for our findings with the use of a dichotomous choice approach and contingent valuation method. 89.7% of the respondents perceived that the awareness of microgreens does indeed influence the marketability of microgreens. Only half of the respondents on the survey were familiar with microgreens. The study has found that 88% of the respondents are interested in purchasing microgreens if they were sold at their location, after considering the health benefits. According to the research, we see a demand for healthier alternatives and consumers are willing to consume healthy food and pay more if it is beneficial to them. Therefore, with adequate awareness, there will be an increase in the popularity of microgreen and its market in Nepal.