Unveiling the determinants of nutri-cereal purchase decision using the extended version of the theory of planned behavior

Introduction The growing emphasis on nutrition security and sustainable food systems has renewed policy and market interest in nutri-cereals (millets) as vital components of healthy, climate-resilient diets in India and worldwide. Despite their well-recognized nutritional, environmental, and agronomic advantages, and sustained institutional efforts, such as awareness campaigns and processing incentives, nutri-cereal consumption among Indian consumers remains limited and irregular. This persistent gap between policy intent, consumer awareness, and actual purchasing behavior accentuates the need for a deeper behavioral understanding of the factors influencing consumer decision-making in this domain. Against this backdrop, the present study aims to propose, test, and validate a comprehensive theoretical framework (Extended version of TPB) to examine the determinants shaping the purchase behavior of nutri-cereal-based foods among consumers. Methodology Study adopts a quantitative research design and employs a structured survey to capture consumer behavioral determinants. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze the proposed relationships and to assess both direct and indirect effects among key behavioral constructs. In addition, the Garrett ranking technique was applied to prioritize consumer-driven promotional strategies from the consumer’s perspective, thereby complementing the behavioral model with actionable insights. Results The findings reveal that while environmental awareness does not translate into purchasing intention and actual buying behavior, other behavioral determinants, such as health consciousness, consumer attitude, perceived price fairness, perceived behavioral control, and social influence, play a significant role in shaping purchase intention. Purchase intention, in turn, acts as a critical mediator linking these determinants to actual purchase behavior, highlighting the importance of intention-driven interventions. Also, the prioritization of consumer-driven strategies highlights the role of product diversification, culinary adaptation, and institutional integration for habit formation and targeted promotional efforts in fostering sustained consumption of nutri-cereal-based foods. Discussion The validated framework and strategies offer valuable insights into consumer motivations and barriers, providing an evidence-based foundation for designing targeted marketing and communication policies. These insights are particularly relevant for policymakers, marketers, and health advocates seeking to enhance the adoption, commercialization, and sustained purchase and consumption of nutri-cereal-based foods in alignment with national nutrition and sustainability goals.