This study aims to investigate how consumers perceive the incorporation of dahlia into different food categories, with and without emphasis on its classification as an unconventional food plant (UFP), analyzing the influence of familiarity, product context and symbolic attributes on attitudes, perceived safety and purchase intention.
The study combined free word association and conjoint analysis with 400 participants. Four food categories (yogurt, tea, minimally processed foods and non-alcoholic beverages) were evaluated, with and without emphasis on unconventional edible plants.
Familiarity and product context strongly influenced perceptions. Dahlia teas were associated with healthiness and naturalness, whereas non-alcoholic beverages evoked ambiguity between authenticity and artificiality. Labeling the product as a UFP increased perceptions of sustainability but reduced purchase intention among less familiar consumers.
The results provide guidance for food developers in designing products and communication strategies that emphasize naturalness and safety, thereby enhancing consumer trust and supporting sustainable food innovation.
This study advances understanding of how symbolic and cognitive factors shape the acceptance of edible flowers in emerging markets. It underscores the role of cultural context and communication strategies in transforming biodiversity into consumer value.
