Barriers and drivers to consuming neglected and underutilized species: evidence from six European countries

Neglected and underutilized species (NUS) are considered important for agrobiodiversity and landscape health, yet there is limited evidence on factors that encourage NUS consumption. Hence, this study examined drivers and barriers among consumers in including NUS products in their diets, following the premises of innovation resistance and food choice. An online consumer survey was conducted in six European countries to measure consumers' perceived barriers, drivers, and willingness to consume NUS. A total of 4802 responses from participants (balanced in age and gender) were analyzed (Mean age: 43.2 ± 13.0 years, 50.6% female, 49.4% male). Furthermore, hierarchical multiple linear regression showed that respondents had a neutral outlook towards consuming NUS. Psychological barriers seemingly had similar negative influences on intentions to consume NUS together with functional barriers. Motives to eat food alongside concerns for the environment and health and taste properties of food positively influenced NUS consumption intentions. Put together, understanding the balance of both driving and hindering factors for NUS consumption can therefore promote NUS consumption across broader audiences.