Perception of moronga consumption through food neophilia and food neophobia

Abstract

Objective: This study aims to analyze consumers’ perceptions of moronga consumption through food neophilia and food neophobia.

Design/methodology/approach: An online questionnaire was administered to 276 consumers over 18 years of age. To analyze perceptions of moronga, the Free Word Association (FWA) technique was employed, and the results were organized into categories and dimensions. Likewise, the Food Neophobia Scale was applied to segment participants according to their level of neophilia or neophobia toward new foods. The data obtained were analyzed using the chi-square test. Finally, socioeconomic variables were incorporated, which were also evaluated with a chi-square test to identify perceptual differences between generations.

Results: Seven categories and twelve dimensions were obtained, revealing consumers’ perceptions of moronga, the most representative being: gastronomic connections, dislike and mistrust, and animals. Although no significant differences were found between the groups, perceptions vary according to sociological generation. The results provided insights into perceptions of moronga and broadened the understanding of this food.

Limitations on study/implications: The study provides an empirical basis for informed decision-making regarding the marketing and promotion of traditional foods that may initially be rejected, highlighting the importance of considering generational differences in food perceptions.

Findings/conclusions: This study is original in its application of the theoretical framework of food neophilia/neophobia and the Free Word Association technique to a traditional food such as moronga, a topic rarely addressed in academic research. Its main value lies in revealing consumers' deep perceptions and segmenting them according to generational profiles, thereby offering an accurate diagnosis