Psychological Factors Influencing Willingness to Purchase Wild–Edible Plants and Food Products from Wild–Edible Plants

Ana Težak Damijanić, Ana Čehić Marić () and Milan Oplanić
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Ana Težak Damijanić: Department of Tourism, Institute of Agriculture and Tourism, Karla Huguesa 8, 52440 Poreč, Croatia
Ana Čehić Marić: Department of Economics and Agricultural Development, Institute of Agriculture and Tourism, Karla Huguesa 8, 52440 Poreč, Croatia
Milan Oplanić: Department of Economics and Agricultural Development, Institute of Agriculture and Tourism, Karla Huguesa 8, 52440 Poreč, Croatia

Agriculture, 2024, vol. 14, issue 11, 1-13

Abstract: Modern agriculture faces many challenges. At the same time, it is necessary to provide healthy and sustainable food for humanity in growing conditions that are facing numerous problems, including climate change. Different strategies can be applied to deal with climate change, such as using different crop technologies. In this context, the application of wild–edible plants as a source of biodiversity, vitamins, and minerals for the human diet is interesting. Consumers’ behaviour toward wild–edible plants is a relatively new topic in marketing research, so this paper investigated the impact of certain psychological factors on consumers’ willingness to purchase wild–edible plants and food products. The study was performed on a sample of consumers of produce from farmers’ markets in Istria County, Croatia, and the data were collected via a questionnaire. The univariate and multivariate analyses provided evidence that consumers’ purchase intentions are determined mainly by their positive attitudes regarding trying new and unfamiliar foods. Furthermore, customers’ intentions to purchase food products containing wild–edible plants were determined by their attitudes regarding wild–edible plants and their subjective knowledge.

Keywords: climate changes; wild–edible plants; WEP; consumers; psychological factors; purchase intention (search for similar items in EconPapers)
JEL-codes: Q1 Q10 Q11 Q12 Q13 Q14 Q15 Q16 Q17 Q18 (search for similar items in EconPapers)
Date: 2024
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