Child and adolescent exposure to unhealthy food marketing across digital platforms in Canada.

BACKGROUND: Children and adolescents are exposed to a high volume of unhealthy food marketing across digital media. No previous Canadian data has estimated child exposure to food marketing across digital media platforms. This study aimed to compare the frequency, healthfulness and power of food marketing viewed by children and adolescents across all digital platforms in Canada. METHODS: For this cross-sectional study, a quota sample of 100 youth aged 6-17 years old (50 children, 50 adolescents distributed equally by sex) were recruited online and in-person in Canada in 2022. Each participant completed the WHO screen capture protocol where they were recorded using their smartphone or tablet for 30-min in an online Zoom session. Research assistants identified all instances of food marketing in the captured video footage. A content analysis of each marketing instance was then completed to examine the use of marketing techniques. Nutritional data were collected on each product viewed and healthfulness was determined using Health Canada's 2018 Nutrient Profile Model. Estimated daily and yearly exposure to food marketing was calculated using self-reported device usage data. RESULTS: 51% of youth were exposed to food marketing. On average, we estimated that children are exposed to 1.96 marketing instances/child/30-min (4067 marketing instances/child/year) and adolescents are exposed to 2.56 marketing instances/adolescent/30-min (8301 marketing instances/adolescent/year). Both children and adolescents were most exposed on social media platforms (83%), followed by mobile games (13%). Both age groups were most exposed to fast food (22% of marketing instances) compared to other food categories. Nearly 90% of all marketing instances were considered less healthy according to Health Canada's proposed 2018 Nutrient Profile Model, and youth-appealing marketing techniques such as graphic effects and music were used frequently. CONCLUSIONS: Using the WHO screen capture protocol, we were able to determine that child and adolescent exposure to the marketing of unhealthy foods across digital media platforms is likely high. Government regulation to protect these vulnerable populations from the negative effects of this marketing is warranted.

The impact of the Drug Marketing Authorization Holder system on sustainable improvement of innovation quality in the pharmaceutical manufacturing industry in China-An empirical study using synthetic control methods.

BACKGROUND: In November 2015, China launched a pilot program for its Drug Marketing Authorization Holder (MAH) system, aiming to integrate production and research and development resources to spur drug innovation. While many scholars have examined the theoretical relationship between the MAH system and pharmaceutical manufacturing innovation, empirical studies have been scarce. METHODS: This study uses inter-provincial panel data on China's pharmaceutical manufacturing industry from 2009 to 2019, along with synthetic control methods, to offer a robust analysis of the impact of the MAH paradigm on innovation quality in pilot provinces. We treat the 2015 MAH system implementation in ten provinces as a natural experiment and account for the mediating effects of R&D investments, allowing us to discern the underlying mechanisms. RESULTS: Our findings demonstrate a significant positive effect of China's MAH system on innovation quality in the pharmaceutical manufacturing industry. Specifically, the system is most effective in Jiangsu, Guangdong, and Shandong provinces. We also identify R&D investments as playing a mediating role in facilitating the favorable impact of the MAH system on innovation quality. CONCLUSION: Our study highlights the crucial importance of the MAH system in promoting innovation quality in China's pharmaceutical manufacturing industry, providing vital empirical support for its adoption and further enhancement. This research also offers practical insights for policymakers and R&D decision-makers in the pharmaceutical sector.

A rapid literature review of the effect of alcohol marketing on people with, or at increased risk of, an alcohol problem.

AIMS: To explore the effect or potential effect of alcohol marketing in people with an alcohol use disorder, in recovery from an alcohol use disorder, and hazardous and harmful drinkers. METHODS: Relevant literature was identified by searching Medline (OVID), EMBASE (OVID), and PsycINFO (OVID) and relevant websites. Both quantitative and qualitative studies were eligible for inclusion. A narrative approach was used to synthesize the findings. RESULTS: The review included 10 studies. Two quantitative and three qualitative studies focused on participants recovering from an alcohol use disorder and five quantitative studies on those with hazardous or harmful consumption levels of alcohol. The effect of alcohol advertising on alcohol use was only assessed in one study, a small experimental study of young adult heavy drinkers, which found no significant association. Studies looking at other outcomes found that people with or at risk of alcohol problems were likely to notice alcohol advertisements and find them appealing, and that advertisements may have an effect on positive alcohol-related emotions and cognitions. Among people in recovery from an alcohol use disorder, findings suggested that there could be an effect on craving, and that alcohol marketing may be perceived to trigger a desire to drink. CONCLUSIONS: Alcohol marketing is likely to have an effect on alcohol consumption in people with, or at increased risk of, an alcohol problem. Studies have also found that alcohol marketing is perceived to act as a trigger by people in recovery from alcohol problems. SUMMARY: A rapid review explored the effect of alcohol marketing in people with an alcohol use disorder, in recovery from an alcohol use disorder, and hazardous and harmful drinkers. The findings of the 10 included studies suggest that an effect of alcohol marketing in these populations is likely.

Quantifying Industry Spending on Promotional Events Using Open Payments Data.

Importance: Sponsorship of promotional events for health professionals is a key facet of marketing campaigns for pharmaceuticals and medical devices; however, there appears to be limited transparency regarding the scope and scale of this spending. Objective: To develop a novel method for describing the scope and quantifying the spending by US pharmaceutical and medical companies on industry-sponsored promotional events for particular products. Design and Setting: This was a cross-sectional study using records from the Centers for Medicare & Medicaid's Open Payments database on payments made to prescribing clinicians from January 1 to December 21, 2022. Main Outcomes and Measures: An event-centric approach was used to define sponsored events as groupings of payment records with matching variables. Events were characterized by value (coffee, lunch, dinner, or banquet) and number of attendees (small vs large). To test the method, the number of and total spending for each type of event across professional groups were calculated and used to identify the top 10 products related to dinner events. To validate the method, we extracted all event details advertised on the websites of 4 state-level nurse practitioner associations that regularly hosted industry-sponsored dinner events during 2022 and compared these with events identified in the Open Payments database. Results: A total of 1 154 806 events sponsored by pharmaceutical and medical device companies were identified for 2022. Of these, 1 151 351 (99.7%) had fewer than 20 attendees, and 922 214 (80.0%) were considered to be a lunch ($10-$30 per person). Seven companies sponsored 16 031 dinners for the top 10 products. Of the 227 sponsored in-person dinner events hosted by the 4 state-level nurse practitioner associations, 168 (74.0%) matched events constructed from the Open Payments dataset. Conclusions and Relevance: These findings indicate that an event-centric analysis of Open Payments data is a valid method to understand the scope and quantify spending by pharmaceutical and medical device companies on industry-sponsored promotional events attended by prescribers. Expanding and enforcing the reporting requirements to cover all payments to all registered health professionals would improve the accuracy of estimates of the true extent of all sponsored events and their impact on clinical practice.

Effects of bitten food images in marketing communications.

Marketing communications (e.g., food packages, restaurant menus, coupons, social media posts) often include images of bitten and non-bitten (i.e., complete) foods. Taking an empirics first approach, the current research explores how and why these images influence consumers. A field study shows a higher redemption rate for discount coupons featuring a bitten (vs. non-bitten) food. However, a controlled online study fails to replicate this effect. Two additional preregistered studies shed light on the inconsistent results observed online and in the field by identifying two competing mechanisms catalyzed by bitten food images. Bitten food images lead to vicarious enticement, an automatic process in which a viewer makes sense of a bitten food image by picturing someone approaching and tasting the food, as well as emotional conflict (i.e., the simultaneous activation of positive and negative thoughts and feelings). While vicarious enticement has a positive impact on product responses, emotional conflict has a negative impact. The effect of bitten (vs. non-bitten) food images on product responses appears to depend on the strength of these two mechanisms in a given context. These findings yield insights for researchers examining visual characteristics of food images as well as advertisers designing marketing communications.

Understanding parents' perceptions of children's exposure to unhealthy food marketing in digital and retail environments.

Unhealthy food and non-alcoholic beverage marketing (UFM) adversely impacts children's selection and intake of foods and beverages, undermining parents' efforts to promote healthy eating. Parents' support for restrictions on children's exposure to food marketing can catalyse government action, yet research describing parent concerns is limited for media other than television. We examined parents' perceptions of UFM and their views on potential policies to address UFM in supermarkets and on digital devices - two settings where children are highly exposed to UFM and where little recent research exists. We conducted in-depth interviews with sixteen parents of children aged 7-12 from Victoria, Australia, analysing the data thematically. Parents perceived UFM as ubiquitous and viewed exposure as having an immediate but temporary impact on children's food desires and pestering behaviours. Parents were concerned about UFM in supermarkets as they viewed it as leading their children to pester them to buy marketed products, undermining their efforts to instil healthy eating behaviours. Parents generally accepted UFM as an aspect of contemporary parenting. Concern for digital UFM was lower compared to supermarkets as it was not directly linked to pestering and parents had limited awareness of what their children saw online. Nevertheless, parents felt strongly that companies should not be allowed to target their children with UFM online and supported government intervention to protect their children. While parents supported government policy actions for healthier supermarket environments, their views towards restricting UFM in supermarkets varied as some parents felt it was their responsibility to mitigate supermarket marketing. These findings could be used to advocate for policy action in this area.

What Is the Nutritional Quality of Pre-Packed Foods Marketed to Children in Food Stores? A Survey in Switzerland.

Food marketing targeting children influences their choices and dietary habits, and mainly promotes food high in fat, sugar, and salt as well as ultra-processed food. The aim of this study was to assess the nutritional quality of food and beverages marketed to children over the age of 3 and available on the Swiss market. Products with at least one marketing technique targeting children on the packaging were selected from five food store chains. Three criteria to assess nutritional quality were used: (1) nutritional composition (using the Nutri-Score), (2) degree of processing (NOVA classification), and (3) compliance with the World Health Organization (WHO) Nutrient Profile Model (NPM). A total of 735 products were found and analyzed. The most common marketing techniques used were childish names/fonts (46.9%), special characters (39.6%), and children's drawings (31.3%). Most products had a Nutri-Score of D or E (58.0%) and were ultra-processed (91.8%). Only 10.2% of products displayed the Nutri-Score. The least processed products generally had a better Nutri-Score (p < 0.001). Most products (92.8%) did not meet the criteria of the WHO NPM. Products that met the WHO NPM criteria, organic products, and products with a nutritional claim generally had a better Nutri-Score and were less processed (ps < 0.05). Pre-packaged foods and beverages marketed to children in the Swiss market were mostly of poor nutritional quality. Public health measures should be adopted to improve the nutritional quality of foods marketed to children in Switzerland and restrict the marketing of unhealthy foods to children.

[Digital marketing of commercial infant formula in Argentina: a digital ethnographic study]. / Marketing digital de fórmulas comerciales infantiles en Argentina: un estudio etnográfico digital.

Although evidence of the benefits of breastfeeding is widespread, there are several challenges to initiate and sustain it. Infant formula companies use marketing strategies that violate existing regulations, contributing to its early abandonment. We explore the digital marketing exposure of infant formulas in Argentina by analyzing people's interactions with brands and the traces of these interactions in conversations engaged in Facebook groups during 2022, from a qualitative approach based on digital ethnography. Results show that companies deploy regulatory avoidance tactics and seek contact with mothers. Users do not interact with the accounts but are exposed to their strategies given the correlation between product attributes present in advertising with their motivations and aspirations. The mediators between marketing and mothers are medical professionals, used as marketing resources. We conclude that authorities should promote new agreements on the practices of medical professionals and develop regulations taking into account digital environments.

Si bien es extendida la evidencia de los beneficios de la lactancia materna, diversos son los desafíos para iniciarla y sostenerla. Las empresas productoras de fórmulas infantiles utilizan estrategias de marketing violatorias de las regulaciones existentes, contribuyendo a su temprano abandono. Exploramos la exposición al marketing digital de las fórmulas infantiles en Argentina mediante el análisis de las interacciones de la población con las marcas y las huellas de dichas interacciones en conversaciones entabladas en grupos de Facebook durante 2022, desde un enfoque cualitativo basado en la etnografía digital. Los resultados muestran que las empresas despliegan tácticas elusivas de las regulaciones y buscan el contacto con las madres. Las usuarias no interactúan con las cuentas, pero están expuestas a sus estrategias dado el correlato entre los atributos del producto presentes en la publicidad con sus motivaciones y aspiraciones. Los mediadores entre el marketing y las madres son los profesionales médicos, utilizados como recursos del marketing. Concluimos que las autoridades deben promover nuevos acuerdos sobre las prácticas de los profesionales médicos y desarrollar regulaciones teniendo en cuenta los entornos digitales.

Unveiling the adoption of metaverse technology in Bangkok metropolitan areas: A UTAUT2 perspective with social media marketing and consumer engagement.

As the metaverse emerges as a transformative digital realm, its adoption and integration into various aspects of society are subjects of increasing scholarly and practical interest. This research investigated the factors influencing the intention to use metaverse technology (IU) in Bangkok metropolitan areas, with a particular focus on the extended Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) framework, alongside the role of social media marketing (SMM) and consumer engagement (CE). To verify behavioral intention, gender, age, and experience are proposed as moderating factors affecting the constructs on individuals' behavioral intention of metaverse technology usage. The study collected data from 403 Thai internet users living in Bangkok and its surrounding areas using an online questionnaire. Subsequently, the PLS-SEM method was employed to validate the research model's robustness and reliability. Structural model analysis revealed significant relationships among constructs, highlighting SMM's direct influence on UTAUT2 (ß = 0.787) and CE (ß = 0.211). Serial mediation analyzes demonstrated a fully mediating role of SMM influencing UI through CE (ß = 0.572) and UTAUT2 (ß = 0.306). Moderation analyzes revealed the association between SMM and IU, mediated through UTAUT2 and CE, is moderated by age and experience. Additionally, the integration of PLS-SEM and artificial neural network (ANN) models underscored the accuracy and predictive power of the proposed framework. The findings of this study not only contribute to academic literature but also offer practical implications for marketers aiming to navigate the metaverse landscape effectively. They emphasize the pivotal role of UTAUT2 constructs and the subtle interplay between SMM, CE, and IU in shaping successful marketing strategies.

Corporate social responsibility, policy framing and strategic marketing: understanding the alcohol industry's use of social media in Uganda.

BACKGROUND: Sub-Saharan Africa is important to the future of alcohol and global health because the alcohol market there is expanding rapidly in a relatively young population. This entails a corresponding contest about whether the policy measures adopted will be shaped by scientific evidence or by industry interference in alcohol policy. This study examines how alcohol industry actors use social media. METHODS: Uganda was selected for study because of high levels of alcohol harm and recent alcohol policy debates. Data on the X (formerly Twitter) activity of the Ugandan companies of AB InBev and Diageo, who are the two main brewers, and the trade association including both, were collected, coded and thematically analysed. RESULTS: X is used overwhelmingly by alcohol industry actors in Uganda to promote corporate social responsibility (CSR) and alcohol policy framing content. There is little direct product marketing. The framing of policy problems and solutions, and of the actors involved in policymaking and CSR resembles that used elsewhere in the political strategies of the transnational alcohol corporations. Content which appears more emphasised in Uganda includes material on farmers, illicit trade and contribution to the economy. As elsewhere, it avoids giving attention to the policy measures which would make a difference to the levels of alcohol harms endured by Uganda. Rhetorically, X is thus used to create a parallel universe, in which the actual harms and what is known about how to reduce them are conspicuous by their absence. CONCLUSIONS: The alcohol industry presents itself as indispensable to Uganda's future and appears to have developed relationships with politicians, partnerships with government, and built a coalition with farmers. This means the alcohol industry may be well positioned to oppose public health policy measures, even though their arguments lack substance and are at odds with the evidence.

The relationships between the multidimensional planned behavior model, green brand awareness, green marketing activities, and purchase intention.

INTRODUCTION: This study investigates the determinants impacting consumer purchasing behavior. METHODS: Utilizing multidimensional planned behavior theory alongside measures of brand awareness and green brand awareness, this study examines the mediating role of multidimensional planned behavior theory. Empirical data were gathered through a survey conducted among Generation Z university students, yielding 638 responses. Analysis was performed on 590 valid responses. RESULTS: Findings indicate that green marketing initiatives and green brand awareness positively influence consumers' purchase intentions. Subdimensions of the theory of planned behavior (TPB), namely, attitude, subjective norms, and perceived behavioral control, serve to strengthen these relationships and mediate the interaction process. CONCLUSION: This study contributes novel insights to the burgeoning field of green marketing literature, offering a structural model for firms and policymakers. It suggests that companies can effectively engage in informal consumer education through green marketing efforts, thereby influencing consumers' purchasing decisions via planned behavior. Moreover, such activities foster an increase in consumers' green brand awareness, providing companies with an opportunity to promote conscious consumer behavior. The study's utilization of the TPB is both timely and original, particularly in its alignment with the United Nations 2030 Sustainable Development Goals.

Unique attributes of official endorsers in destination marketing.

Along with the digital transformation of the administrative environment and the end of the COVID-19 pandemic, official endorsers have nurtured a new channel for tourism destination marketing, which is of great significance to local economic recovery. However, less attention has been paid to the different effects of endorsement between ordinary endorsers and official endorsers, mainly due to their contrasting social statuses. To bridge the research gap, the source credibility model and social identity theory are integrated to construct the distinctive attributes of officials, as well as structural equation model is utilized to explore the underlying mechanism of official endorsement. Findings indicate that trustworthiness, the sense of authority, expertise, and attractiveness have direct positive effects on official identification, while also indirectly influencing tourists' attitudes toward the destination through official identification. These findings provide theoretical and managerial implications for the local government managers involved in tourism destination marketing.

The Effect of Cigarette Content Marketing on Students' Smoking Behavior and Decisions: A PLS-SEM Approach.

OBJECTIVE: This research aims to analyze the influence of cigarette content marketing on student behavior, and on cigarette purchasing decisions, as well as the influence of behavior on cigarette purchasing decisions. METHODS: This research is quantitative, using a sample of 500 smoking students from twelve universities in the city of Medan, Indonesia, who were selected using a simple random sampling technique. Data collection was carried out by distributing questionnaires that had been tested for convergent validity with an Outer Loading value > 0.7 and an AVE value > 0.5, and for discriminant validity with an HTMT value < 0.9. The data was analyzed using a multivariate analysis technique which combines factor analysis and regression analysis. RESULTS: The research results show that the t-statistical value for the behavioral variable (BHV) is 4.128 (> 1.98) and the p-value is 0.000 (< 0.05), which means that the BHV variable has a significant effect on the cigarette purchasing decision variable (PD). The t-statistical value for the content marketing (CM) variable is 27.57 (> 1.98) and the p-value is 0.000 (< 0.05), which means that the CM variable has a significant effect on the BHV variable. The t-statistical value for the CM variable is 18,542 (> 1.98) and the p-value is 0.000 (< 0.05), which means that the CM variable has a significant effect on the PD variable.  93.2% of respondents admitted that they had seen cigarette marketing content on social media, many of them (43%) believed that smoking was detrimental to their health, but the most influential factor was their perception regarding the activity of smoking. CONCLUSION: Cigarette marketing content has been proven to influence students' behavior towards cigarettes, as well as directly influencing their decision to purchase cigarettes. Students' behavior towards cigarettes also influences their decisions in purchasing cigarettes.

Covert marketing of quick-service restaurants via news media in Australia: A content analysis.

OBJECTIVE: To determine the extent and nature of news media coverage generated from press releases made by top-selling quick-service restaurants in Australia. METHODS: We conducted a content analysis of press releases made between July 2021 and June 2022 by the five largest quick-service restaurant brands in Australia by brand share, including coding their main subject. We then conducted a content analysis of news media coverage related to the press releases, including coding its slant towards the brand. RESULTS: Among 52 press releases, new food products (27% of press releases; all unhealthy foods) and corporate social responsibility activities (25%) were the most promoted subjects. For 62% of press releases, at least one news media item was identified. Among the 86 identified news media items, most related to press releases promoting new food products (45% of news media items) or corporate social responsibility activities (21%). News media items overwhelmingly had a slant favourable to the relevant brand (93%). CONCLUSIONS: Press releases by top-selling quick-service restaurant brands in Australia commonly generate news media coverage that promotes such brands and their predominantly unhealthy products. IMPLICATIONS FOR PUBLIC HEALTH: Policies restricting unhealthy food marketing should consider brand-generated news media coverage.

'Healthier options tend to get lost in the noise of online' - Australian shoppers' experiences with online grocery platforms.

OBJECTIVE: We aimed to understand what influences parents' purchasing behaviours when shopping for groceries online and potential ways to improve the healthiness of online grocery platforms. DESIGN: We conducted semi-structured interviews, guided by the Marketing Mix framework. Reflexive thematic analysis was used to analyse data. SETTING: Online interviews were conducted with primary grocery shoppers. PARTICIPANTS: Parents (n 14) or caregivers (n 2) using online grocery platforms at least every 2 weeks. RESULTS: Most participants perceived purchasing healthy food when shopping for groceries online to be more challenging compared to in physical stores. They expressed concerns about the prominence of online marketing for unhealthy food. Participants from lower socio-economic backgrounds often depended on online supermarket catalogues to find price promotions, but healthy options at discounted prices were limited. Across socio-economic groups, fresh items like meat and fruit were preferred to be purchased instore due to concerns about online food quality.Participants believed online grocery platforms should make healthy foods more affordable and supported regulations on supermarket retailers to promote healthy options and limit unhealthy food promotion online. CONCLUSIONS: Participants had varied experiences with online grocery shopping, with both positive and negative aspects. Efforts to improve population diets need to include mechanisms to create health-enabling online grocery retail platforms. Government interventions to restrict marketing of unhealthy foods and promote marketing of healthy options on these platforms warrant investigation.

Effects of marketing claims on toddler food products on parents' product preferences, perceptions and purchasing intentions: an online experiment.

BACKGROUND: The retail market for toddler-specific packaged foods is growing. Many of these products are ultra-processed and high in nutrients of concern for health, yet marketed in ways that may make them appear wholesome. This study aims to assess parents' responses to claims on unhealthy, ultra-processed toddler food products and test whether removing such claims promotes more accurate product perceptions and healthier product preferences. METHODS: Parents of toddlers aged 12 to < 36 months (N = 838) were recruited for an online experiment testing four on-pack claim conditions: control (no claim); 'contains "good" ingredient'; 'free from "bad" ingredient'; and unregulated 'child-related' claim. Participants were randomly assigned to one condition, then viewed images of toddler food products that varied in nutrition content and the claims displayed. Participants completed tasks assessing product preferences (unhealthy product displaying claim vs. a healthier option with no claim, across four food categories (banana bars, strawberry snacks, blueberry yogurt snacks and veggie snacks)), purchase intentions and product perceptions. Poisson regression (count variable) and linear regression (continuous outcomes) analyses were employed to test for mean differences by marketing claim conditions. RESULTS: For the overall sample, brief exposure to 'free from "bad" ingredient' claims increased participant's intentions to purchase unhealthy food products for their toddlers, but there was no clear evidence that 'contains "good" ingredient' claims and 'child-related' claims significantly impacted parent's preferences, purchase intentions and perceptions of toddler foods. However, certain claims influenced particular parent subgroups. Notably, parents with three or more children chose more unhealthy products when these products displayed 'contains "good" ingredient' or 'free from "bad" ingredient' claims; the latter claims also promoted stronger purchase intentions and enhanced product perceptions among this subgroup. CONCLUSIONS: Findings indicate that 'free from "bad" ingredient' claims on unhealthy toddler foods are of most concern, as they boost the appeal of these products to parents. 'Contains "good" ingredient' claims and 'child-related' claims showed limited effects in this study. Considering available evidence, we recommend claims should not be permitted on child-oriented foods, as they may promote inaccurate product perceptions and unhealthy product choices by parents, that can detract from their children's diets and health.

Wild edible vegetables of ethnic communities of Mizoram (Northeast India): an ethnobotanical study in thrust of marketing potential.

BACKGROUND: Assessment of wild edible vegetables (WEVs) from the ethnobotanical approach is a significant key to understanding indigenous knowledge systems. The available literature has revealed a tremendous decline in knowledge of WEVs over the last few decades. The main purpose of this study was to document and analyse the traditional knowledge of WEVs among the two major ethnic groups of Mizoram regarding their use and the diversity associated with the importance of traditional medicines. Secondly, a market survey will be conducted to determine the status of available WEVs. METHODS: This study conducted an ethnobotanical survey among 72 informants through semi-structured interviews and questionnaires besides direct field observations. The documented data were quantitatively analysed using various ethnobotanical indices, including Informant's consensus factor (ICF), Fidelity level value (Fl), and Direct matrix ranking (DMR). A marketing survey was conducted in the Bara Bazar, Mizoram's most prominent local market. A total of 38 vendor informants were interviewed to observe and collect the price of commonly sold WEVs. RESULTS: A total of 70 WEVs, distributed in 58 genera under 36 families, were documented and identified. Of these, 33 WEVs were of medicinal importance. Leafy vegetables were documented as the most frequently consumed parts (55.71%). The majority (44.29%) of the plants documented were consumed in fried form. The highest level of agreement among informants for food used categories was observed for plants combined with dry fish (ICF = 1). The Informant's consensus factor (ICF) of disease categories ranges from 0.75 to 1, with the highest being reported for convulsion (ICF = 1), sleep inducer (ICF = 1), and antiseptic (ICF = 1). Picria fel-terrae was the most preferred plant for hypertension treatment (100% FL). Direct matrix ranking (DMR) indicated that Dysoxylum excelsum was highly utilized by the inhabitant for multipurpose species (DMR = 64). Jaccard similarity index (JI) between the two ethnic groups was revealed at 1.26. Forty-seven WEVs were found to be commercialized in the Bara Bazar market, Aizawl, with a price range from 0.1 to 2.4 USD. Ensete superbum was reported as near threatened per the IUCN Red List of Threatened Species. CONCLUSION: This work highlighted the importance and rich diversity of WEVs in Mizoram, which are presently used among different age groups for food and medicine. Informants have good knowledge of WEVs, which was shared to a great extent among the inhabitants; this legacy of traditional culture must be conserved. This study further suggests a priority setting for conserving multipurpose WEVs in human-inhabited sites, investigating the recorded species' nutritional properties and pharmacological activities.