What are the Barriers to the Consumption of Millet-based Foods in India? An Innovation Resistance Theory (IRT) Perspective

Abstract

This research article addresses a significant knowledge gap by investigating the barriers that hinder millet consumption among consumers. Millet, with its potential to contribute to sustainable and diverse diets, remains underutilized despite its numerous benefits. To fill this gap, we employed a rigorous mixed-methods approach, combining qualitative essays and thematic analysis, alongside a survey of 300 consumers using structural equation modeling for data analysis. Our findings reveal two primary barriers impacting consumer choices: limited availability of millet-based products and the influence of prevailing consumption norms. To gain deeper insights into these barriers, we applied Innovation Resistance Theory (IRT) for a novel perspective on the study. This research helps policymakers, entrepreneurs, and retailers build targeted millet consumption strategies and sustainable food system initiatives. Addressing these barriers can promote better dietary habits, traditional food cultures, food security, and environmental sustainability. The paper provides evidence-based advice to boost millet consumption and improve global food systems.