Citation:

G. Jaison Sagayanathan, D. P. Sudhagar. "Testing Theory of Planned Behaviour to Predict Purchase Intention of Millets" International Research Journal of Economics and Management Studies, Vol. 4, No. 3, pp. 210-217, 2025.

Abstract:

Across the globe, millet is celebrated by creating awareness, holding workshops, and conducting food festivals to contribute to the International Year of Millets 2023, declared by the United Nations in its 75th session of the General Assembly. Unlike rice or wheat, the millet purchase decision is unique due to the lack of awareness, limited knowledge, and occasional use of millets. Hence, the present study aims to check the purchase intention of millets by using a popular model, the "Theory of Planned Behaviour (TPB)." The model comprises three independent variables: attitude, subjective norm, and perceived behavioural control, and one dependent variable, intention. The present study used a survey method and a structured questionnaire based on a standard TPB scale to collect the data from the respondents following a convenience sampling method. The multiple linear regression results indicate that the TPB model explained 54.7 % of the variance in predicting the intention to purchase millets. Perceived behaviour control is the main predictor, followed by attitude and subjective norm. The present study will help understand the factors that influence the purchase intention of millets and create marketing strategies that will enhance the purchase and consumption of millets. In addition, the present study will contribute to the theoretical understanding of the purchase intention of millets.

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Keywords:

Theory of planned behaviour, Purchase, Millets, Attitude, Subjective Norm, Perceived Behavioural Control.