ABSTRACT
Consumer food preferences are undergoing a rapid transformation, and there has been a heightening of interest in eating healthy, sustainable foods. Food entrepreneurs are cashing in on the trend and are diversifying their existing offerings to include healthier options using alternate ingredients such as millets. However, these entrepreneurs face several challenges, and the actual growth of the market is lower than expected. The present study examines the opportunities and challenges faced by millet entrepreneurs. A total of 25 millet entrepreneurs were interviewed using a semi-structured qualitative design. Key opportunities include increased awareness of millets, people going back to their traditions, and informative food labels were the key opportunities, while a lack of awareness, lack of familiarity, preparation difficulty, sensory attributes, lack of affordability, inferior image, customer distrust, and millets' longer gestational cycle were major challenges. © 2022 The Author(s)
ABSTRACT
Financial attitude influences the financial behavior of retail investors. Although the extant research has acknowledged and examined this relationship, the measures of financial attitude and behavior still vary widely and are generally posed as a series of questions rather than statements. In addition to this, there is insufficient knowledge regarding retail investors' behavior in the face of a health crisis, such as the current COVID-19 pandemic. This study addresses these gaps in the prior literature by examining the relative influence of six dimensions of financial attitude, namely, financial anxiety, optimism, financial security, deliberative thinking, interest in financial issues, and needs for precautionary savings, on the trading activity of retail investors during the pandemic. Data were collected from 404 respondents and analyzed using the artificial neural network (ANN) method. The results revealed that all six dimensions had a positive influence on trading activity, with interest in financial issues exerting the strongest influence, followed by deliberative thinking. The study thus contributes important inferences for researchers and managers.