The image of cowpeas among urban South Africans who vary in familiarity with the product

This study examined cognitive (knowledge and beliefs) and affective (emotions) attributes influencing the adoption of cowpeas among urban respondents ( N = 931) aged 18–46 years in South Africa. Three groups of respondents based on familiarity with cowpeas were identified: unfamiliar (13 %), non-users (36 %), and users (51 %). Respondents' general perceived image (GPI) of cowpeas, emotions, nutrition knowledge, beliefs, liking and likelihood to include cowpeas (adoption intention) in their diet were measured. After exposure to a video highlighting cowpea nutritional and health benefits, preparation tips, and styled photographs of innovative culinary products made using cowpeas, respondents' GPI, emotions, liking, and the likelihood of including them in their diet were measured again. There was a significant difference in GPI, emotions, nutrition knowledge, beliefs, liking and adoption intention among the three familiarity groups. Respondents were not very informed about the nutritional properties of cowpeas. Users agreed more strongly with positive nutrition knowledge and belief statements about cowpeas than the non-users and unfamiliar groups. The mean ratings for GPI, emotions, liking and adoption intention were higher for all groups after the video intervention, but the effect was most profound for the non-users. The study provides a cross-sectional view of the image of cowpeas in the South African urban market. It provides insights into the attributes affecting cowpea image formation and indicates that information dissemination and showcasing innovative culinary products can enhance the positive image of cowpea and potentially increase its use and consumption. • A cross-sectional view of cowpeas among South African urban consumers aged 18–46 years. • Familiarity influenced emotions, knowledge, and beliefs about cowpeas. • A video intervention highlighting the benefits of cowpeas enhanced cowpea image. • Expected liking was the most significant predictor of adoption intention.