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Abstract
This study determined consumers’ awareness and interest towards mushroom and mushroom-based product ideas. A survey of 222 adults was conducted in rice-based farming communities in selected provinces, namely, Aurora, Bulacan, Nueva Ecija, and Pampanga. Results showed that taste, nutritional, and health benefits were the top attributes considered by both sexes whenever they buy food for household consumption. Most of the respondents (99%) liked eating mushroom because of its palatability (71%) and perceived healthiness (26%). However, the majority (76%) consumed mushroom only once a month or seldom in a year due to its limited availability. Food supplements, coffee-like beverages, and snacks (bread, chips, cookies) were the most interesting mushroom-based product ideas. These findings suggest product development opportunities and strategies to increase utilization and encourage mushroom cultivation in Central Luzon.