Food Neophobia, Risk Perception and Attitudes Associations of Brazilian Consumers Towards Non-Conventional Edible Plants and Research on Sale Promotional Strategies.

Non-conventional edible plants (NCEP) are plants or parts of plants that are not usually consumed by the population and have limited geographic distribution. This study investigated the consumption of NCEP, the influence of Food Neophobia and risk perception on Brazilian consumers attitudes as well as purchase prefer-ences to determinate the best sale promotional strategy. Participants (n = 271) answered the online question-naire that consisted of socio-demographic questions, items about consumption (open questions), Food Neophobia Scale, risk perception (to assign the level risk) and attitudes towards NCEP (using 5-point Likert scale). Fisher's exact test was used to investigate possible associations. Task purchase choice was evaluated using the Best-Worst Scale. The most consumed conventional leafy vegetables were collard greens (Brassica oleracea L. var. acephala D. C) (95.6%) and lettuce (Lactuca sativa) (88.5%). As for NCEP, taioba (Xanthosoma taioba E.G) (26.7%), bertalha (Basela alba L.) (23.3%) and beldroega (Portulaca oleracea L.) (14.1%) were the most cited leafy vegetables. High food neophobia individuals demonstrated to try NCEP if its nutritional value and safety are proven, showing a demand for such strategy, this would increase the consumption of these vegetables. The perception of a high risk was also associated with the inclusion of NCEP in the diet. The inclusion of NCEP at the moment of purchase, even at a higher price, presented higher scores when compared to the purchase of only conventional vegetables, at lower prices. Despite this, the price can still be a limiting factor and the search for promotional strategies should be reinforced to increase the commercialization of NCEP at street markets.