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<p>Millet is one of the strong potential crops that could facilitate the transition to more plant-based diets, enhance food security for the increasing global population, and address climate change challenges. This research seeks to enhance the understanding of consumer behavior on millet consumption in India and explore the factors that promote and hinder millet consumption by applying the extended Theory of Planned Behavior (TPB) model. The primary data was collected by surveying Indian millet consumers to assess their consumption patterns. Data collection was conducted online in the summer of 2024, reaching 500 respondents. For this investigation, we employed partial least squares structural equation modeling (PLS-SEM) approach in conjunction with the SmartPLS 4.0 software. According to the findings, consumer attitude, social influence and perceived consumption feasibility are significant predictors of millet consumption intention, while intention is positively associated with self-reported millet consumption behavior. Social and functional risks operate as barriers within this pathway: functional risk is negatively associated with attitudes and perceived behavioral control, while social risk is negatively associated with subjective norms. Based on these findings, we suggest a marketing communication approach that emphasizes the simplicity of millet preparation, affordability, availability and social familiarity.</p>

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Identifying the behavioral barriers and drivers of consumption of millet in India by applying the Theory of Planned Behavior model

  • 期刊论文

  • 出版模式：

    开放获取

  • 发表日期：

    2026年7月20日

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  • Brigitta Unger-Plasek,
  • László Mucha,
  • Md Abu Hasan,
  • Sungyeon Park,
  • Zoltán Lakner,
  • Anita Boros,
  • Ágoston Temesi

摘要

Millet is one of the strong potential crops that could facilitate the transition to more plant-based diets, enhance food security for the increasing global population, and address climate change challenges. This research seeks to enhance the understanding of consumer behavior on millet consumption in India and explore the factors that promote and hinder millet consumption by applying the extended Theory of Planned Behavior (TPB) model. The primary data was collected by surveying Indian millet consumers to assess their consumption patterns. Data collection was conducted online in the summer of 2024, reaching 500 respondents. For this investigation, we employed partial least squares structural equation modeling (PLS-SEM) approach in conjunction with the SmartPLS 4.0 software. According to the findings, consumer attitude, social influence and perceived consumption feasibility are significant predictors of millet consumption intention, while intention is positively associated with self-reported millet consumption behavior. Social and functional risks operate as barriers within this pathway: functional risk is negatively associated with attitudes and perceived behavioral control, while social risk is negatively associated with subjective norms. Based on these findings, we suggest a marketing communication approach that emphasizes the simplicity of millet preparation, affordability, availability and social familiarity.