An Extension of the Theory of Planned Behavior to Predict the Purchase Intention of Millet

The demand and consumption of Millets are increasing across the globe, in particular during the International Year of Millets 2023. Unlike any other food product, Millet is considered unique in terms of nutrition, health benefits and taste. There is a growing need among the producers and marketers of Millets to understand how customers purchase millets. In this context, the purpose of the present study was to develop a comprehensive model to understand Millet's purchase intention using focus group discussion and literature review. Based on the proposed methodology, a model integrating critical variables influencing the purchase intention of millets was developed. The study used the theory of planned behaviour as the base model. The nine variables, such as environmentally friendly, information on millets, trust in millets, millet quality, millet safety, health consciousness, Knowledge of millets, health benefits of millets and environmental concerns, were identified as new variables influencing the attitude towards purchasing millets. The study contributes to developing a theory that predicts the purchase intention of millets. The model can be used in any geographical context to predict the purchase intention of millets and develop marketing strategies that will enhance the purchase and consumption of millets.