Determinants of Millet-Based Agri-Entrepreneurship and Adoption Behaviour for Sustainable Rural Development: An Empirical Study in the Rayalaseema Region     

Malathi Gottumukkala^1*, Ramineni Sivarama Prasad², Ranganatham Gangineni³, MSR Anjaneyulu⁴ and Dommari Anjaneyulu⁵

¹Department of Management, Central University of Andhra Pradesh, India.

²Department of Commerce and Business Management, Acharya Nagarjuna University, India.

³Department of Commerce, School of Business Studies, Central University of Karnataka, Kalaburagi, Karnataka, India.

⁴Department of Management Studies, Central University of Andhra Pradesh, India.

⁵Department of Management, Central University of Andhra Pradesh, India.

Corresponding Author: malathigottumukkala@gmail.com

Abstract:

As the global agricultural sector moves toward climate-resilient and sustainable food systems, millets have become a key solution for enhancing food security, environmental health, and supporting rural livelihoods. This study investigated the factors driving millet-based agri-entrepreneurship and their effects on adoption behaviour to promote sustainable rural development in the Rayalaseema region of Andhra Pradesh, India. This study analysed the role of perceived benefits of government support, financial access, and market access in shaping the adoption of millet-based agripreneurial practices. Primary data were collected from 228 respondents using a multi-stage random sampling technique. The study employed correlation and multiple regression analyses in SPSS to examine the relationships among the variables. The findings revealed that financial access and market access have a positive and statistically significant influence on adoption behaviour, while perceived benefits show a negative and non-significant relationship. Government support demonstrated a positive association at the correlation level but did not significantly predict adoption behaviour in the regression model. Further, adoption behaviour was found to have a significant positive effect on the economic, social, and environmental dimensions of sustainable rural development. The study highlights that institutional support systems related to finance and market integration play a crucial role in promoting millet agri-entrepreneurship and climate-resilient rural livelihoods. The findings provide important policy implications for strengthening millet value chains, improving financial inclusion, enhancing market linkages, and promoting sustainable agripreneurship in semi-arid regions. The study contributes to the existing literature by developing an integrated empirical framework linking institutional determinants, adoption behaviour, and sustainable rural development.

Keywords:

Adoption Behaviour; Agripreneurship; Financial Access; Market Access; Millet Agri-entrepreneurship; Sustainable Rural Development

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