Explorando o potencial das flores comestíveis de dália na indústria alimentícia: percepções, atitudes e barreiras para inovação

Abstract

This study evaluated the potential of edible flowers from Dahlia spp. as a food ingredient by examining perceptions, attitudes, and psychosocial barriers to innovation. The central issue addressed was the underutilization of dahlia in food applications, despite its sensory and nutritional value. The research adopted a mixed-methods approach organized into two complementary stages. In Article 1, the objective was to examine how different types of information influence consumer acceptance of dahlia as a food ingredient, considering perceptions of safety, healthfulness, sensory appeal, and sustainability. The descriptive study involved 245 Brazilian consumers and applied the Text Highlighting Technique combined with Likert scales administered before and after exposure to an informative text. The findings showed that structured, evidence-based messages significantly reduced perceived risk and fear of allergies, increasing consumer interest and trust in dahlia flowers. Moreover, the analysis identified distinct consumer profiles with specific patterns of evaluation and response to the information provided. Explorers valued innovation and aesthetics; Achievers were more receptive to narratives related to health and sustainability; and Guardians maintained a more cautious stance, underscoring the importance of accessible, institutional communication to foster trust. In Article 2, the aim was to understand how product category and the emphasis on dahlia as an Unconventional Food Plant (UFP) influence attitudes, safety perceptions, and purchase intention. A mixed-methods design was implemented, combining free word association and conjoint analysis with 400 participants who evaluated four product categories (yogurt, tea, non-alcoholic beverage, and minimally processed flowers), with and without emphasis on the “unconventional” attribute. The results indicated that familiarity and product category are key determinants of acceptance. Dahlia tea was associated with naturalness and healthfulness, whereas non-alcoholic beverages triggered doubts regarding authenticity. Exclusive emphasis on the UFP attribute increased perceptions of sustainability but decreased purchase intention, revealing the symbolic and cultural dimensions influencing acceptance. Taken together, the findings from both studies indicate that acceptance of dahlia is shaped by cognitive, symbolic, and informational factors. The main barriers identified were consumer unfamiliarity, food neophobia, and perceived risk, while the main facilitators included the flower’s aesthetics, its association with naturalness and sustainability, and increased trust derived from clear and evidence-based information. It is concluded that Dahlia spp. flowers present strong potential for innovation in the food industry, provided they are accompanied by communication and positioning strategies tailored to consumer profiles. The findings offer practical implications for new product development, the valorization of UFP species, agricultural diversification, and the promotion of a diversified diet aligned with contemporary consumer demands.