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FrancoAngeli Journals

Regular Articles

Vol. 28 No. 1 (2026)

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

DOI
https://doi.org/10.3280/ecag2026oa21580
Submitted
dicembre 10, 2025
Published
2026-04-07

Abstract

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.

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