Millets Purchase and Consumption Behaviour Based UP: Challenges, Current Trends and Implications for Future Research

Abstract

Millets have re-emerged as strategically important crops due to their nutritional richness, climate resilience, and contribution to sustainable food systems. Although India is the world's largest producer of millets, consumer adoption remains uneven across regions, particularly in Uttar Pradesh, where dietary preferences, market accessibility, consumer awareness, and socioeconomic characteristics significantly influence purchase and consumption behaviour. This study aims to examine the determinants of millet purchasing decisions, identify prevailing consumption trends, analyse existing challenges, and propose future research directions for strengthening millet adoption in the state. The paper intends to integrate behavioural, socioeconomic, institutional, and marketing perspectives to understand the evolving millet ecosystem. Particular emphasis is placed on factors such as health consciousness, affordability, product availability, government initiatives, branding, retail channels, demographic characteristics, and consumer perceptions. The study further highlights research gaps concerning rural–urban differences, value-added millet products, digital marketing, supply chain integration, and behavioural interventions. The findings are expected to contribute to policymakers, researchers, marketers, farmers, and agribusiness stakeholders by providing a comprehensive framework for enhancing millet consumption and supporting sustainable agricultural development in Uttar Pradesh.