Against the background of the increasing relevance of ethical and sustainability-oriented consumption motives, parsnip, mangold, Jerusalem artichoke and other vegetables are experiencing a renaissance in Germany. However, in spite of the increasing presence of old vegetable varieties (ovv) in German kitchens, cooking shows and recipe books, so far few scientific investigations have been made to analyse the consumption of ovv from a consumers’ perspective. The present study provides first insights into the consumption of ovv with the aim to reveal market potentials in Germany in order to increase their utilisation and to support their preservation. By means of a standardised online survey, the study analysed the attitudes of 216 German consumers towards and knowledge about ovv. Three consumer segments could be identified from this analysis, one of which can be considered as a promising target group - the fanciers of old vegetable varieties - characterised by a positive attitude towards and a high familiarity with ovv. The implications for the marketing of ovv are discussed.
Keywords: Old vegetable varieties, sustainable consumption, German consumers, forgotten varieties
Jel Code: Q13