Edible landscape: Key factors determining consumers’ commitment and willingness to accept opportunity cost and risk of foraged food

Abstract

IntroductionThis study is dedicated to urban foraging and explores key factors that determine consumer willingness to try foraged food, willingness to spend time and effort, accept risk as well as make a commitment towards food foraging.MethodsA conceptual model is presented where general perceptions of nature, food foraging, and Covid-19 influence 3 specific attitudes about food foraging which drive 4 behavioural intentions towards food foraging. The model was tested using partial least square structural equation modelling.ResultsResults emphasize that the strongest driver of willingness to try are the approval of responsible food foraging activities and the individual benefits of food foraging. For the willingness to spend extra time and effort, all the predictors have some impact. In terms of willingness to accept risk, approval of responsible food foraging activities and the societal benefits of food foraging are influential. For commitment to food foraging, the individual and societal benefits are the most important key drivers.DiscussionThese findings are of relevance to marketing managers in the food industry and gastronomy, as well as municipalities, landscape designers, and horticultural businesses.