Exploring the Role of Spirituality and Environmental Concern on Millet Purchase Intention

The present study explores the impact of spirituality and environmental concerns on the purchase intention of Indian consumers through an extended version of the Theory of Planned Behaviour (TPB). Based on the data collected from 448 people, Partial Least Square Structural Equation Modeling (PLS-SEM) is used to develop and test the proposed model. The present study confirms the positive impact of attitude, subjective norms, and perceived behaviour control on the purchase intention of millet products. The study also confirms the importance of spirituality and environmental concerns on the intention to purchase millet products. Since millet is a nutrient-dense and climate-resilient crop, the findings advocate for the government and business organizations to promote millet products on these dimensions. With the increased awareness of the importance of environmental sustainability and spirituality, the present study provides a new dimension of research and managerial action.