Behavioural and Socio-Economic Determinants of Consumer Expenditure on Organic Millets: Evidence from Hyderabad, India

Abstract

The study investigated the behavioural and socio-economic variables influencing consumer expenditure on organic millets in Hyderabad, India. As the demand for organic foods has grown, understanding the drivers of consumer behaviour has become vital for promoting sustainable consumption. Primary data from 120 organic millet consumers were collected from various retail outlets, through personal interview, and was analysed using Likert scale analysis, Chi-square test, and Ordinary Least Squares (OLS) regression. The analysis was done using Python in Jupyter Notebook. The Likert scale results indicated that consumers are aware of the health and nutritional benefits of organic millets, while moderate agreement was observed regarding availability and price concerns. The Chi-square test revealed that consumer preference varied significantly between certified and non-certified products, highlighting the importance of official certification in influencing purchasing decisions. The OLS regression further showed that availability (β = 239.75***), education (β = 29.61***), and monthly household income (β = 43.47**) had a significant positive effect on organic millet consumption expenditure, whereas certification preference (β = −71.18**) had a negative effect, suggesting that those who prefer certified millets may spend less, possibly due to limited availability or higher prices. The findings underscored the need to improve product availability, enhance consumer awareness, and strengthen certification trust to broaden the consumer base for organic millets in urban India.