Millets purchase and consumption behaviour- current trends and implications for future research based on systematic literature review

The popularity of millet is on the rise due to its nutritional, health and environmental benefits. The main aim of the study is to understand the current trends in millet purchase and consumption behaviour and to suggest future research directions. The methodology adopted for the study is a systematic literature review. The analysis is based on content and thematic analysis. The study used secondary data from the research papers published in national and international journals. In total 20 research papers were selected based on their fulfilment of the eligibility criteria. The results of the thematic analysis revealed 15 areas in the research findings related to the purchase and consumption behaviour of millets. The 15 areas are general millet consumption behaviour, millet awareness and consumption impact, preferred meal period for consuming millets, millet recommendation to friends and family members, millets consumption and geographical location relationships, millet consumption and demographic factor relationships, health & nutritional benefits of millets, consumption frequency of millet, perception about millets, reasons for consuming millets, reason for not consuming millets, millet promotion recommendations, millet type preferences, millets affordability and KAP about Millets. The results of this study will be beneficial for researchers to know the gaps in the literature and to gain a clue to conduct forthcoming research based on the recommended future research directions of the present study. The study will help marketers align their promotional strategies with millet purchase and consumption.