Growing concerns about the negative impacts of animal-derived products on health, animal welfare, and the environment have driven the increasing popularity of plant-based foods. Understanding consumer preferences and acceptance is essential in this context. This study examines consumer responses to innovative legume-based flours through the development of multiple gnocchi products. The Becker-DeGroot-Marschak (BDM) mechanism was used as an auction method to assess consumers’ willingness to pay (WTP) following a hedonic evaluation test involving 127 Spanish consumers. The study revealed that most consumers demonstrate high environmental concern and substantial trust in the benefits of plant-based products, yet their attitudes toward these products remain moderate. Notably, product sampling negatively affected WTP for legume-based gnocchi. Key factors influencing WTP included education, income, financial situation, government support, environmental concerns, perceived risks, flavor, and color. This study provides initial insights into consumer attitudes and WTP for legume-based products in Spain. The findings are valuable for producers and marketers promoting environmentally sustainable food production and consumption. They also offer guidance for successfully introducing and marketing plant-based products in the Spanish market. Future research should address study limitations and further explore consumer behavior to deepen understanding in this area.

SPSS, 29