Consumer attitudes and acceptability toward edible New Zealand native plants

Abstract

This study aimed to investigate consumers’ perceptions, emotions, and acceptability of selected edible New Zealand native plants. A survey-type methodology was employed, recruiting participants voluntarily through email invitations. A total of N = 100 participants, ranging in age from 18 to 70 and with diverse ethnic backgrounds, were asked to answer questions regarding six specific edible New Zealand species and edible native plants in general. Results showed that participants had varying levels of familiarity with the specific plants, with a majority feeling “calm”, “happy”, and “interested” when presented with them. Factors deemed most important when thinking about the six selected plants included edibility and safety. When considering native plants in general, participants rated factors such as general nutrition, safety, and sustainability as important. The study found that a significant proportion of participants expressed a positive intention to consume native plants in the future, but the levels of interest varied depending on the demographic distribution. The study provides insights into consumer attitudes toward edible native plants and highlights the potential for these food ingredients to be included in mainstream diets.