Market opportunities for forest-based products: a case study of understory-cultivated bamboo mushrooms

The growing demand for sustainability has increased consumer preference for ecofriendly and nutritionally rich foods. Bamboo mushrooms, a delicacy unique to Asia, can be cultivated in under-forest systems using environmentally friendly methods. This study applied stimulus-organism-response theory and structural equation modeling to explore factors influencing buying behavior for understory-cultivated bamboo mushrooms in Taiwan. A nationwide online survey was conducted in Taiwan, yielding 2025 valid responses. Results show that consumer knowledge and food safety awareness significantly and positively influenced purchase intentions. Interestingly, while environmental concern enhanced perceived value and trust, it did not directly increase intention to purchase. These findings provide valuable theoretical insights for marketing and policy development to address consumer concerns and improve the appeal of bamboo mushrooms. The study highlights strategies to boost the market competitiveness of forest-based economic products and promote sustainable agriculture.