Title: Consumer behaviour and trends in millet consumption: a systematic literature review

Authors: Rajinder Singh Bisht; Pradeep Mamgain

Addresses: Department of Business Management, School of Management, Hemvati Nandan Bahuguna Garhwal University, Srinagar Garhwal Uttarakhand, India ' Department of Business Management, School of Management, Hemvati Nandan Bahuguna Garhwal University, Srinagar Garhwal Uttarakhand, India

Abstract: Millets are promoted as healthier and more sustainable diets, but their mainstream adoption remains limited. In view of this, we review five decades (1975-2025) of research on consumer behaviour towards millets. Using PRISMA procedures, we searched six databases (Web of Science, Scopus, JSTOR, AGRIS, PubMed, ScienceDirect) to identify and include 85 studies covering 19 countries. Millet consumption was found to follow a three-phase transition model: decline (1978-2000), stagnation (2001-2015), and selective urban revival since mid-2020s. An awareness-action gap is visible among health consciousness urban consumers. Theory-based models identify accessibility as the strongest predictor of millet purchase, while experimental studies show that credible nutrition information increases willingness-to-pay. Barriers include affordability, cooking time/skills, taste, and stigma. Some recommended strategies for millet mainstreaming are: improving availability, providing credible quality signals, and innovative product designing. The review outlines research priorities on availability, labelling standards and inclusion in everyday diet.

Keywords: consumer behaviour; health consciousness; marketing strategies; millet consumption; millet mainstreaming; sustainable food system.

DOI: 10.1504/IJARGE.2026.154852

International Journal of Agricultural Resources, Governance and Ecology, 2026 Vol.20 No.2, pp.130 - 158

Received: 21 Sep 2024
Accepted: 15 Oct 2025
Published online: 16 Jul 2026 *

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