Consumer Attitudes and Purchase Behaviour Towards Millets: The Role of Climate Awareness and Environmental Concern

The research offers valuable information on the determinants of consumer attitudes and purchase behaviour of millets based on climate awareness and environmental sustainability. The empirical results prove that climate awareness, price tolerance, interpersonal influence, hedonic motivation, environmental concern and comparability with other cereals all have a great positive impact on consumer attitudes. Among these variables, interpersonal influence and motivation prove to be the most influential ones that influence the consumer perceptions towards the consumption of millet. The study focuses on the role of different psychological and social variables, that is, climate awareness, price tolerance, interpersonal influence, hedonic motivation, environmental concern and comparability with other cereals in influencing consumer attitude and buying behaviour. The findings of the structural model showed that all the independent variables have a significant impact on consumer attitude, with interpersonal influence and hedonic motivation being the strongest. Moreover, consumer attitude has a strong impact on purchase behaviour.

 The results show that raising climate awareness and environmental concern may be used positively to influence attitudes towards the consumption of millet.