Table 4.

Determinants of shift in consumption towards millets

Shift in consumption	Odds Ratio	Std. Err.	z	P>|z|	[95% Conf. Interval]
Traditional	1.12	0.32	0.39	0.696	0.633	1.982
Existing health	0.68	0.2	-1.28	0.202	0.385	1.222
Gluten	0.36	0.16	-2.2	0.028	0.152	0.898
Pre-empt health	0.09	0.04	-5.25	0.000**	0.038	0.227
Self-health	9.31	3.48	5.97	0.000**	4.477	19.375
Advertisement	2.43	2.6	0.83	0.408	0.297	19.897
Social media	3.39	1.01	4.1	0.000**	1.892	6.105
Friends family	37.16	11.99	11.2	0.000**	19.745	69.95
Celebrity end	1.52	0.47	1.38	0.168	0.835	2.8
Habit formation	1.4	0.41	1.14	0.253	0.785	2.498
Environmental	1.7	0.5	1.79	0.073	0.951	3.039
_cons	0.07	0.02	-8.91	0	0.044	0.136