Consumer acceptance of grass ingredients in human diets

Abstract: Grass has the potential to play a pivotal role in shaping sustainable diets as novel food technologies are exploring its use in human diets. By embracing unconventional yet nutritious sources like grass, we can mitigate the environmental impact of traditional agriculture while promoting healthy diets and supplying adequate nutrition. This research aims to explore the acceptance of grass in human diets through a quantitative analysis of consumer acceptance. 485 respondents were sampled for the study. The results suggest a positive response to grass-derived ingredients with a 3.58 mean score for their acceptance in human diets. Attitude, safety and preparedness, willingness, and readiness to try foods with grass-derived ingredients were significant factors influencing the acceptance of grass-derived ingredients in human diets. The positive results encourage the exploration of novel food sources to tackle emerging environmental issues and further suggest improving individual attitudes through strategic product design and marketing to encourage open-mindedness which drives consumer acceptance and willingness to include grass-derived ingredients in human diets.

Keywords: Grass, Sustainability, Consumer Acceptance, Grass-based proteins, Human diets, Innovation

DOI: 10.54941/ahfe1004870

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