(P05-017-23) U.S. Consumers’ Perspectives on Purchasing and Consuming Sorghum and Expected Behavior Using Theory of Planned Behavior

Objectives: The U.S. is currently the world’s leading sorghum grain producer, yet most of the sorghum is used as biofuel and animal feed within the country even though sorghum has potential health benefits (nutrient-dense, anti-diabetes, anti-inflammatory, antioxidant activity, and cancer prevention). Despite the benefits and high production, little research has been conducted on human consumption of sorghum in the U.S. This study investigates U.S. consumers’ perceptions, intentions, and behaviors toward sorghum/sorghum products as part of regular diets by conducting focus groups and using Theory of Planned Behavior (TPB).

Methods: Grain consumers with no dietary restrictions were recruited using local advertisements. Seven focus groups (with 5-8 participants/session) with 41 participants (21-74 years old) were held. Each session used structured interview questions and was led by a professional moderator. All sessions were audio recorded, transcribed verbatim, and analyzed using inductive thematic analysis. Transcriptions and observational notes were reviewed by the three authors to generate codes and discussed until agreement on emerged themes. Based on TPB, a conceptual model was developed to explore sorghum-related behavior through the links from beliefs to intention with considerations of attitude, subjective norm, and perceived behavioral control.

Results: Eight themes were identified: health consciousness, agricultural concerns, sensory properties, product characteristics, awareness/knowledge, attitudes/beliefs, grain eating habits, and behavioral intentions. Application of TPB successfully explained intention and behaviors of sorghum by connecting beliefs about potential health benefits to positive attitude of sorghum-related behavior; expectations of families and friends to perceived importance of sorghum consumption; person’s control belief to increase self-control to purchase of sorghum/sorghum products.

Conclusions: Most participants were open to trying sorghum because of health benefits, more options for whole grain and gluten-free products, and support for U.S. or local businesses. However, nutrition education and collaborations with government food programs to build sorghum awareness were suggested to improve sorghum consumption and health.

Funding Sources: The United Sorghum Check off Program (USCP)