Who buys ethnocultural vegetables in Florida? Insights into consumer preferences and marketing opportunities

Ethnocultural vegetables are central to how communities in Florida nourish themselves and express identity. Nevertheless, limited research has examined how cultural background and marketing strategies influence consumer preferences for these crops. This study addresses this gap through a cross-sectional survey of 756 Florida residents, using quota sampling to reflect the state’s ethnic diversity. Participants were categorized as ethnocultural vegetable buyers, non-buyers, and willing-to-buy. Multinomial logistic regression and principal component analysis were used to identify key predictors and consumer-driven attributes. The findings position the study as an audience segmentation showing that younger, ethnically diverse, and full-time employed individuals are significantly more likely to purchase ethnocultural vegetables. Hispanic/Latino and Black consumers had higher odds of buying compared to White consumers. Supermarkets remain the primary purchase point, though farmers’ markets also play a notable role. Social media, cooking demonstrations, and culturally tailored marketing efforts positively influenced food decisions. However, barriers such as unfamiliar preparation methods persist among those not currently purchasing. The findings suggest a need for targeted outreach and inclusive food marketing. Supporting access to ethnocultural vegetables through urban agriculture, retail strategies, and community programming can enhance inclusive food systems while promoting sustainability and nutritional well-being.