Consumer attitudes, willingness to pay and hedonic evaluation of innovative plant-based legume gnocchi products

Abstract

As the popularity of plant-based foods continues to grow, consumers are increasingly expecting these products. This study examined consumers' attitudes, preferences, and changes in their willingness to pay (WTP) for legume gnocchi before and after product tasting. To provide consumers with an innovative product and boost legume consumption, new gnocchi made of legume flours were developed and offered for tasting as a common marketing strategy. This study utilised an online panel of Spanish consumers through Qualtrics, involving 127 individuals randomly selected. Overall, the findings revealed that the majority of Spanish consumers demonstrated a high level of health consciousness and environmental concern, along with trust and perceived benefits associated with plant-based product consumption. However, they held a moderate attitude towards plant-based products. Product sample tasting had a significant negative impact on consumers’ WTP for legume gnocchi. The findings also indicated that environmental concerns, colour, and flavour significantly influenced WTP. This study provides initial insights into consumers’ WTP for legume-based products in Spain. The findings of this study can be valuable for producers and marketers in promoting sustainable food production and consumption and can play a significant role in the successful introduction of plant-based products into the Spanish market.