Unconventional Names and Those Associated with Forest Environments Reduce Expectations about Juice - Contributions to the Valuation of Sociobiodiversity Products

Abstract

Despite the global richness of food plants, only a small portion is used as food for humans. Although most wild food plants (WFPs) are underutilized as food, they can contribute to food security and biocultural conservation through sustainable management. The goal of this research was to identify the best terminological presentation of a novel food product and to understand the influences of the expectations on products with WFP. This research was conducted using an online questionnaire with a final national sample of 724 people. The participants answered questions about their socioeconomic profile, food neophobia, prior knowledge, and expectations regarding the taste and appropriateness of native fruit juices. The questions were randomized so that a person would not receive the same picture or product name more than once. The results show that taste expectancy decreases in relation to products associated with WFP names and forest environments. Food neophobia is the variable that influences expectations the most. To ensure biocultural conservation and cultural valuation, WFP popularization programs should maintain the original (popular) name of the species. However, to help more distant consumers develop familiarity, the flavor, shape, color, or texture of these products can be associated with those of conventional plants.