Generational Preferences and Willingness to Pay for Antioxidant-Rich Pomegranates: Insights into Consumer Behavior and Market Potential

Anna Uliano () and Marco Lerro
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Anna Uliano: Department of Law, Economics, Management and Quantitative Methods, University of Sannio, 82100 Benevento, Italy
Marco Lerro: Department of Law, Economics, Management and Quantitative Methods, University of Sannio, 82100 Benevento, Italy

Agriculture, 2025, vol. 15, issue 11, 1-16

Abstract: This study investigates consumer preferences and willingness to pay (WTP) for antioxidant-rich pomegranates, focusing on the roles of product attributes and generational differences. A survey of 3019 Italian consumers assessed consumption habits, perceived barriers, and WTP for antioxidant-enriched pomegranates. A Best–Worst Scaling (BWS) analysis was used to identify key product attributes, and generational segmentation highlighted differences in consumer behavior. The results reveal a strong preference for locally sourced pomegranates and a high valuation of health-related attributes, particularly antioxidant content. However, several consumption barriers emerged, including taste preferences, peeling difficulty, and limited product availability. While older generations, especially Baby Boomers, prioritize antioxidants for their health benefits, younger generations (Gen Z and Millennials) showed the highest WTP for antioxidant-enriched pomegranates, likely influenced by novelty seeking and engagement with food trends. These findings suggest that marketing strategies should emphasize both local origins and health benefits. From a policy perspective, supporting local agriculture and promoting the nutritional value of enriched foods could enhance consumer acceptance and expand the market potential.

Keywords: consumer preferences; WTP; best–worst; enriched foods; age cohorts (search for similar items in EconPapers)
JEL-codes: Q1 Q10 Q11 Q12 Q13 Q14 Q15 Q16 Q17 Q18 (search for similar items in EconPapers)
Date: 2025
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