International Journal of Agriculture Extension and Social Development

author(s)
Niranjan Reddy P, Gaddala Prem, Boya Vaishnavi and V Pavan

abstract
This study examines urban consumers’ awareness, attitudes, and purchase behaviour toward millet-based value-added products (MBVAPs) in India. Based on responses from 104 participants across Tier-1 and Tier-2 cities, data were analysed using descriptive statistics and the Theory of Consumption Values (TCV) framework. Results indicate a high level of awareness and positive perception, with consumers associating millets with health, sustainability, and tradition. Functional, emotional, and social values strongly influence acceptance, while epistemic and conditional values—linked to curiosity, convenience, and affordability—remain moderate. Despite favourable attitudes and willingness to pay a 10-20% premium, purchasing is largely occasional, reflecting an intention-behaviour gap. Consumers prefer modern, convenient formats like cookies and breakfast flakes, primarily purchased through supermarkets and online platforms. Price sensitivity, limited availability, and taste satisfaction remain key constraints. Strategic interventions in product innovation, pricing, and retail access are vital to mainstream millets in urban diets.