How do consumers with different food neophobia levels react to health and environmental information? A case study on legume‐based formulations

The global environmental changes require the development of new food formulations with sustainable ingredients. In this context, legumes could be used to enrich foods with beneficial consequences both on human health and sustainability of the agri-food system. The aim was to evaluate the liking of a whole corn-based formulation including chickpea or red lentil flour with or without providing health and environmental information about legumes. The effect of the conveyed information in subjects with different food neophobia (FN) level as well as the association between FN and different sustainability dimensions were also investigated. A 100% whole-corn sample and two samples added with 20% of chickpea or red lentil flour were tested by 127 consumers in blind, expected, and real conditions. Subjects completed questionnaires about FN, sustainable behavior, perceived environmental impact of food products, beliefs, and attitudes toward sustainable food. Legume-based products were equally liked as the control sample indicating that these food ingredients are promising for the enrichment of polenta samples. The information increased consumers' hedonic expectations. However, incomplete assimilation was found for samples with legumes. When the effect of information was assessed as a function of FN level, a complete assimilation for subjects with low (chickpea sample) and medium (red lentil sample) FN score was found, while no significant effect was seen for subjects with high FN score. A significant negative association was found between FN and sustainability commitment. Practical Application: The results of the present study demonstrate that the development of sustainable food formulations using legumes is promising and that conveying health and environmental sustainability information contribute to increase consumer acceptance. However, consumers with high levels of FN were insensitive to information and were also those with low interest in sustainability issues. As a practical application, personalized communication strategies should be developed to reach different consumers targets when specific innovations are launched on the market alongside with industry efforts in developing marketing initiatives raising consumers awareness about health and environmental aspects.