Motivational Factors to Purchase Eco-Friendly Millets in Tirunelveli District

Abstract

Millets are among the crops that are the simplest to grow in a field. Because it is a crop that is fed through rain, it requires less care and fertilizer than wheat and rice. Millets were among the first crops farmed for food. Millets grow more quickly, fit into a range of cropping plants, and are particularly good at adapting to changing climatic and environmental circumstances. As a result, they are easy to plant and care for. This article examines the factors that influence individuals in the Tirunelveli district to purchase environmentally friendly millets. The present paper highlights the satisfactory level and motivational factors to purchase eco-friendly millets in Tirunelveli district. The data was collected from 460 consumers by applying a multistage stratified proportionate random sampling method and analysed the collected data by using statistical tools including Percentage analysis, One-sample t-test and Factor analysis. The results of the factor analysis shows that  promotion, personal and reference groups, and product positioning are some of the key factors that influence Tirunelveli consumers' decision to purchase eco-friendly millets.