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1119. Millets for Sustainability: Consumer Segmentation using Stated Preference Analysis

Invited abstract in session TC-53: Sustainability in Consumer Systems & Industry, stream Sustainable and Resilient Systems.

Tuesday, 12:30-14:00
Room: 8007 (building: 202)

Authors (first author is the speaker)

1. Adya Pandey
2. Nomesh Bolia
Department of Mechanical Engineering, Indian Institute of Technology (IIT), Delhi

Abstract

Millets can significantly contribute to achieving certain Sustainable Development Goals (SDGs) namely SDG 2 (Zero hunger), SDG 3 (Good health and well-being), SDG 12 (Ensure sustainable production and consumption pattern), and SDG 13 (climate action). Traditionally a part of the Indian food basket, millets lost their share drastically since the Green Revolution due to the incentivization of other food grains. However, due to increasing malnutrition and environmental degradation, the Government of India is undertaking numerous initiatives to promote large-scale consumption of millets. To ensure a sustainable supply of millets, it is important to tackle the consumption barriers faced by the masses. The present study utilizes a stated preference survey to identify the consumption barriers and understand respondents’ likeliness of increasing millet consumption if these barriers are eliminated or reduced. An online survey was conducted in March 2023 for the same. Based on the survey responses, consumer segmentation is done using non-parametric tests viz. Kruskal-Wallis and Mann-Whitney test followed by Post hoc Dunn Bonferroni’s test. The results indicate demographic subgroups that have significantly higher likeliness of increasing their millet consumption when different strategies are implemented. The results of the study can serve as a baseline for millet-specific industry players and help them develop marketing tools incorporating features that help eliminate the barriers.

Keywords

Status: accepted

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