An ethnobotanical investigation of consumer profiles and the use of aromatic and medicinal plants in herbal markets in Ankara

This study aimed to investigate the ethnobotanical uses of medicinal and aromatic plants sold in herbal shops in Ankara and to characterize the consumer profile associated with these products. Data were collected through surveys conducted with 10 herbalists and 130 consumers in the central districts of Yenimahalle, Çankaya, and Etimesgut in Ankara. The data were evaluated using frequency and percentage distributions to assess patterns of plant use, herbal trade, and consumer preferences. The surveys revealed that several medicinal and aromatic plants were particularly prominent including carob (Ceratonia siliqua L.), linden (Tilia platyphyllos Scop.), rosehip (Rosa canina L.), chamomile (Matricaria chamomilla L.), ginger (Zingiber officinale Roscoe), sage (Salvia officinalis L.), thyme (Thymus sp.), peppermint (Mentha × piperita L.), fennel (Foeniculum vulgare Mill.), nettle (Urtica dioica L.), St. John’s wort (Hypericum perforatum L.), and dill (Anethum graveolens L.). Women constituted the majority of herbal shop customers (68%), while individuals aged 26–35 represented the most prominent age group. Consumers reported purchasing these plants primarily for cough relief, respiratory disorders, and expectorant purposes. Infusion was the most common method of preparation (61%), followed by decoction (36%). The findings highlight the continued importance of medicinal and aromatic plants in consumer health practices in Ankara. The study provides ethnobotanical insights into patterns of plant use, herbal trade, consumer preferences, and the demographic characteristics of individuals purchasing herbal products, contributing to a better understanding of the role of herbal markets in contemporary health practices.