Understanding Consumer Knowledge of Wild Edible Plants: Objective Knowledge and Customer Segmentation

Titolo Rivista Economia agro-alimentare
Autori/Curatori Ana Težak Damijanic, Ana Cehic Maric, Smiljana Goreta Ban
Anno di pubblicazione 2026 Fascicolo 2026/1
Lingua Inglese Numero pagine 17 P. 209-225 Dimensione file 0 KB
DOI 10.3280/ecag2026oa21580
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Climate change poses a significant challenge to agriculture in the Mediterranean region, generating multiple food-related concerns. Wild edible plants (WEPs) may represent a partial solution as they provide a valuable genetic resource and possess notable nutritional properties. However, realising their full market potential is dependent on consumer knowledge.
This study aimed to develop a scale for assessing consumers’ objective knowledge of WEPs and to identify consumer segments based on that knowledge. Data were collected from consumers shopping at farmers’ markets in Istria County, Croatia. The results suggested that consumers possess only basic knowledge of WEPs. They were very familiar with wild asparagus and least familiar with purslane, followed by sea fennel. Cluster analysis identified three distinct segments: highknowledge, moderate-knowledge, and low-knowledge WEP consumers. These segments differed significantly in terms of gender, dietary restrictions, prior purchase of WEPs, household size, attitudes toward WEPs, and perceptions of the impact of climate change on WEPs.

Parole chiave:wild edible plants;consumer knowledge;measurement scale development;consumer segmentation

Ana Težak Damijanic, Ana Cehic Maric, Smiljana Goreta Ban, Understanding Consumer Knowledge of Wild Edible Plants: Objective Knowledge and Customer Segmentation in "Economia agro-alimentare" 1/2026, pp 209-225, DOI: 10.3280/ecag2026oa21580