What are the drivers of millet-based food consumption in India? A Theory of Consumption Values (TCV) perspective

Limited research explores consumer motivations for millet-based food purchases despite their rising popularity in India. Existing studies prioritize the nutritional and sustainable aspects of millets, neglecting a customer-centric perspective. This study addresses this gap by examining drivers of purchase intentions for millet-based foods. Using a mixed-methods approach, we conducted open-ended essays with consumers followed by a survey (n = 385) analyzed using structural equation modeling. We applied the Theory of Consumption Values (TCV) to understand these motivations. This research contributes a theory-driven framework for understanding millet consumption and offers practical implications for marketers by informing targeted campaigns and product development strategies.