Awareness, consumption, and home cultivation of microgreens in northeastern Bulgaria: a questionnaire-based survey

The present study investigated consumer awareness, consumption patterns, and home cultivation of microgreens in Northeastern Bulgaria using a questionnaire-based survey of 198 adults. Descriptive statistics, exploratory factor analysis (EFA), and K-means cluster analysis were employed to identify patterns of knowledge, familiarity, and consumption behaviour. The results demonstrated high recognition of microgreens as edible plants and general awareness of their nutritional value, including vitamins, minerals, antioxidants, and fibre. However, actual consumption and home cultivation remained relatively limited. Factor and cluster analyses identified three distinct consumer groups differing in nutritional awareness and familiarity with microgreens, which strongly influenced consumption frequency. Despite this relatively high awareness, microgreens are not yet integrated into everyday dietary practices. The findings highlight the need for improved public information, market availability, and practical guidance to support the wider dietary use of microgreens as functional foods.