Consumer Perceptions of Dahlia ( <i>Dahlia</i> spp.) as an Innovative Food Ingredient: The Role of Information on Consumer Profiles

ABSTRACT Edible flowers represent an emerging category in food innovation, yet consumer acceptance is often limited by unfamiliarity and safety concerns. This study investigated how structured information influences perceptions of dahlia ( Dahlia spp.) as an unconventional food ingredient. Using a mixed‐methods design, 245 Brazilian consumers were segmented into three theoretical profiles (Explorers, Achievers, and Guardians) and exposed to an informative text emphasizing safety, health, sensory, and sustainability attributes. The Text Highlighting Technique and pre/post perception scales were applied. Results showed that exposure to information significantly reduced safety and allergy concerns and enhanced positive evaluations of innovation and sustainability. Achievers exhibited the most receptive attitudes, Explorers were responsive but sensitive to risk cues, and Guardians remained cautious, prioritizing safety and institutional credibility. These findings demonstrate that tailored communication strategies are essential to foster trust and mitigate resistance toward innovative edible plants such as dahlia.