Abstract
Although jellyfish represent a food source in Asia, limited attention has been devoted to investigating Western consumers' perception and acceptance. This study explored the role of jellyfish body parts and presentation form in determining consumer perception. A local consumer test with 106 untrained subjects (57.5% female, 18-45 years) was performed in Italy over two days on six samples of jellyfish (Rhopilema esculentum Kishinouye) differing in terms of body parts (umbrella and oral arms) and presentation form (minced, striped, and pieced). For each sample, participants expressed their overall liking and, through three check-all-that-apply tests, described their perceived sensory properties and emotions and potential preferred food pairings. The results showed a significant effect of presentation form on liking (with striped and minced samples liked more than pieced samples), 18 sensory properties, four emotions, and five food pairings. Moreover, different drivers of liking and emotions were observed for three clusters of subjects named "In favour of", "Against", and "Picky towards" eating jellyfish. In conclusion, this study found that at least one segment of consumers could accept jellyfish as novel food. Moreover, the provided results could be useful for developing innovative jellyfish-based products and dishes that meet consumers' expectations.