PurposeThe present study aims at analysing consumer preferences for the pomegranate fruit, focussing on the effect of ready-to-eat format (i.e. packaged arils) on the purchasing choice, together with several products’ attributes as the origin, the packaging typology and the price.Design/methodology/approachThe paper presents a choice experiment (CE) among 626 Italian consumers from Veneto region through an online survey. The study estimates both a conditional logit (CL) and a latent class logit model (LCM).FindingsBy segmenting the sample based on the heterogeneous preferences of consumers, it can distinguish “eco-friendly consumers”, “time-saving lovers”, “nationalists” and “price sensitive” subjects. Interestingly, the marginal willingness to pay for ready-to-eat arils is positive for the “time-saving lovers” that are mainly young consumers. The Italian origin has always a positive effect on the choice, whereas a negative effect is found for the price. Finally, the eco-friendly package has both a negative and a positive effect.Research limitations/implicationsThe sample of this study is not representative of the population and the CE has a hypothetical nature. It follows that further research will link the economic analysis to a consumer test on a more representative sample.Practical implicationsThis study can be useful for the pomegranate producers and the industry because it provides original evidence that could drive their business and marketing strategies, for instance, the preference for ready-to-eat arils.Originality/valueThis study is one of the first seeking to determine the factors that affect consumers' preferences for pomegranate arils.

Due to the rising interest in healthy products, superfoods such as pomegranate have begun to spread widely on the international market in recent years. Identification of the consumer choice determinants is a key factor behind the success of innovative products. Nevertheless, to date, there has been no comprehensive analysis of consumers’ preferences for pomegranate. The aim of this study is to understand the characteristics of pomegranate and its derivatives that are most preferred by consumers and to identify the buyers’ profiles by performing a systematic review (SR). The results suggest that there is not equal interest in the literature in all areas of the review. Indeed, most efforts have been made in characterizing the products, whereas consumers’ profiles and their willingness to pay for the various products features have been scarcely investigated. The SR highlights that consumer preference is first correlated with taste and, in particular, with the sweetness (positively) and astringency (negatively) of the product. The red colour and uniform shape of the husk are attractive attributes for consumers, as is the juiciness of the arils. Some innovative methods of product storage, such as intermittent heating (for fruits) and the use of pectin methyl esterase (for arils), guarantee higher consumer acceptability due to the maintenance of product genuineness. Moreover, familiarity with the product seems to be the main driver influencing consumers’ purchase decisions; in addition, people who are more “future oriented” are more willing to pay for pomegranate because of the nutraceutical attributes stressed on the label.

The increasing global demand for livestock products and its large environmental impact ask for urgent policy and managerial strategies. With regard to meat consumption, feasible actions relate to its reduction and orienting consumers toward more sustainable meat choices. The aim of the study is to investigate the determinants affecting meat consumers in their intention to buy beef whose label clearly expresses environmentally friendly characteristics. To do so, we hypothesized to apply an institutional system of ecological labeling on beef products. An extended framework based on the Theory of Planned Behavior was applied to understand the factors affecting the consumer decision-making process toward eco-labeled beef. A survey was conducted with 1139 consumers in Italy. Data were analyzed by means of confirmatory factor analysis and structural equation models. Results highlight that beef consumers are likely to change their habits, in favor of more sustainable beef choices. The analysis highlights that, together with consumer attitudes, social norms and perceived behavioral control, institutional trust and food shopping habits play an important role in activating the consumer's cognitive decision-making process toward more sustainable beef. Results add to the literature on the determinants of green food-choices and introduce new insights on the role of institutional trust in the intention to buy beef labeled with a public standard. Findings highlight that particular attention should be devoted to build trust for public institutions in order to promote sustainable food consumption behavior. Moreover, results validate previous studies on the effectiveness of information-based policies in fostering more sustainable consumption choices.

Despite the growing worldwide interest on pomegranate due to its health benefits, little is known about the varieties produced and consumed in Italy. In this context, the aim of our study was to evaluate the factors affecting preferences of Italian consumers towards pomegranate arils of different varieties and cultivation sites. Three samples of pomegranate arils were analysed. Two retrieved from the local (Veneto) agricultural market: one of Turkish origin and one of Sicilian (Italy) origin. The third was retrieved from local producers in Veneto. Selected varieties were ‘Wonderful’ for Italian samples and ‘Hicaz’ for Turkish. Samples have been characterized by panel tests and physicochemical analyses. Consumers' preferences were assessed by submitting a questionnaire to 203 college students. Results showed that samples were significantly different in sensory and physicochemical characteristics among varieties and the cultivation sites. Significant differences also emerged on consumers preferences. Wonderful from Sicily was the most preferred sample: highest overall liking (6.65) due to a higher appreciation of sweetness (6.47), juiciness (6.18) and size of the arils (6.57); Wonderful from Veneto was the least appreciated (5.48). Despite this, Wonderful from Veneto showed the highest content of polyphenols. Sensory evaluation of pomegranates arils of different varieties and cultivation sites can effectively predict consumers' preferences in the Italian market. The traits contributing the most to the overall liking are the juiciness of arils, their red colour, firmness and size, while bitterness, seed intrusiveness and astringency are the products' traits that affect preferences the least.

This study investigates the preferences for ready-to-eat pomegranate arils in Italy through a discrete choice experiment (DCE) on 264 young consumers in Italy. The aim is to estimate consumers’ willingness to pay (WTP) for the reputational attributes of the product (e.g., the product origin and sales channel) and to discriminate the elicited preferences between tasting and non-tasting situations. To this purpose, a random parameter logit model was employed to assess the heterogeneity in consumer preferences. The results suggest that non-tasters attach a relevant value to the reputational attributes (e.g., +75% WTP for Italian origin). Moreover, considering the sensory features of the products, we found that consumers in this group discriminate against the proposed samples only through their visual characteristics: they prefer the sample with the largest size and red colored arils. In addition, we found that the tasting experience reduced the value attached to the reputational attributes (e.g., −50% WTP for local origin) for consumers, compared to non-tasting situation, thus shifting their preference to the samples that they appreciated the most (high liking). Specifically, we found that consumers in the tasting group preferred the product sample with the highest level of sweetness and the lowest level of sourness and astringency, showing a higher preference for sweetness. The findings contribute to the literature on consumers’ behavior on new food products (NFPs), showing that reputational attributes lose value after the tasting experience. In contrast, the sensory features of the NFPs can help tasters to reduce the information asymmetry, which traditionally represents a hurdle in purchases for new consumers. However, this depends on the individuals’ subjective preferences, as demonstrated by the significant effect of liking levels in discriminating consumers’ choices. To conclude, although these results cannot be extended to the general population, they may give some interesting insights about future trends of NFP demand.