Exploring sustainable choices: Consumer perception factors of millet milk consumption

Abstract Plant-based dairy alternatives have been gaining popularity recently in developing nations, but only a little is known about the consumer perception of these goods. This study aims to analyze the key determinants that affect millet milk consumption in India. An online survey was conducted with a sample of 178 people belonging to different age groups and educational backgrounds. Binary logistic regression was used in the study to analyze the factors that will significantly contribute to the consumption of millet milk. The results suggested that veganism and ethical concerns significantly affected decision-making. In addition, the educational background of the people was also significant but negatively correlated in influencing the consumption of plant-based dairy alternatives. The study aligns with SDG 12: Sustainable Consumption and Production, SDG 13: Climate Action, and SDG 3: Good Health and Well-being, contributing valuable insights for fostering sustainable dietary patterns and environmentally conscious consumer behavior. To promote millet milk in the Indian market, the stakeholders can customize their marketing strategies and emphasize ethical concerns and veganism.