Open-access Self-transcendence values explain behavioral intentions toward wild food plants in Brazil

This study investigates the role of human values and advertising strategies on behavioral intentions toward wild food plants (WFPs) consumption in Brazil. We performed two distinct case studies with Brazilian university students. The first case study assesses the direct and indirect effects of values on the willingness to buy and consume WFPs, while the second evaluates the impact of targeted advertising messages on these behavioral intentions. Our findings suggest that altruistic values indirectly influence the willingness to buy WFPs, whereas biospheric values have a significant direct and indirect impact, mediated by attitudes toward WFPs. The willingness to consume WFPs is not directly affected by values but is influenced by attitudes. Pieces of basic advertisement emphasizing social benefits that align with altruistic values significantly increase the willingness to buy WFPs, yet do not affect the willingness to consume them. These results highlight the critical role of value-driven advertising in promoting the purchase of WFPs. The study pioneers the examination of the interplay between values, advertising, and behavioral intentions in the context of WFPs consumption in Brazil, which boasts rich biodiversity and significant potential for dietary diversification through WFPs.

Keywords:
Consumer Behavior; Environmental Psychology; Local Food Systems; Personal Values; Wild Edible Plants

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Sociedade Botânica do Brasil SCLN 307 - Bloco B - Sala 218 - Ed. Constrol Center Asa Norte CEP: 70746-520 Brasília/DF. - Alta Floresta - MT - Brazil
E-mail: acta@botanica.org.br
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