Exploring the factors that drive millet consumption: Insights from regular and occasional consumers

Understanding consumer perceptions and motivations for millet consumption is crucial as millets gain popularity as a healthier alternative. However, little research has focused on diverse millet consumer groups, and a theory-driven approach is often missing. To address this gap, we conducted semi structured interviews with 29 participants, analysing data using the Goal Framing Theory (GFT). Our findings highlight three critical insights. Firstly, regular consumers demonstrated a strong awareness of the environmental benefits of millet cultivation, while occasional consumers showed limited awareness and motivation. Secondly, regular consumers actively engaged in dependent consumption, introducing millets to their families, and preparing millet-based meals for parents with lifestyle diseases. Conversely, occasional consumers, who are typically family members of regular consumers, relied on millet-based meals prepared by others for convenience. Thirdly, both regular consumers and occasional consumers expressed dissatisfaction with millet marketing, which predominantly portrays millets as medicinal foods for managing health conditions or weight loss. They believe millets are suitable for anyone and feel stigmatized by this stereotype. Our novel findings offer significant implications for promoting millet consumption and fostering sustainable food systems. Understanding these motivations and perceptions can guide targeted interventions and marketing strategies. Our study contributes to the growth of the millet industry and supports societal and environmental well-being.