Utilization of Medicinal Plants’ Unused Parts and Consumer Evaluation

This study aims to clarify consumer preferences for tea made from the unused parts of Japanese Angelica (Tohki) leaves.The findings indicate that albeit elderly women with high health consciousness and older individuals with environmental awareness show interest in products derived from Tohki leaves, they express concerns about the safety and efficacy of such items.Enhancing scientific evidence and transparency is crucial for improving trust.Choice experiments reveal that indicating health benefit label and utilizing unused part label increase purchase intent.Marketing strategies that address both health and environmental awareness may boost purchase probabilities .