Factors influencing consumers’ attitudes towards the consumption of edible flowers

•There has been little research on edible flowers. This study opens the doors for further research into this niche market.•This study showed the benefits of segmentation based on previous level of involvement in edible flowers.•The findings are relevant to those interested in product development for edible flowers.

Floral food represents a niche market in the food service industry. The aroma, colour, shape and beauty of flowers often attract consumers to try floral food. In this paper, we test a model of predictors of attitudes towards the consumption of edible flowers by sampling 357 consumers in Taiwan. The results show that specific curiosity and aroma are the greatest influences on attitude towards the consumption of edible flowers. Specific curiosity partially mediates the relationship between aroma and attitude towards the consumption of edible flowers. We also find that health consciousness both directly and indirectly, via a healthy and caring lifestyle, affects attitude towards the consumption of edible flowers. Segmentation analysis shows that these direct and indirect effects on attitude towards the consumption of edible flowers are greater among the respondents who are more experienced with edible flowers.