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

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.

1. Introduction

Over the past few decades, the global focus on health and well-being has driven a substantial societal shift characterized by an increasing awareness of the link between diet and health [1,2]. Chronic diseases, including cardiovascular conditions, cancer, and neurodegenerative disorders, have become leading causes of mortality worldwide. Oxidative stress, a condition resulting from an imbalance between free-radical production and the body’s antioxidant defenses, has been identified as a pivotal factor in the pathogenesis of these conditions [3,4,5]. To mitigate these risks, attention has increasingly turned to dietary strategies emphasizing the consumption of antioxidant-rich foods capable of neutralizing free radicals [6,7,8].

Fruits and vegetables, recognized for their abundant phytochemicals and bioactive compounds, are key components of health-promoting diets. Among these, the pomegranate (Punica granatum), a fruit with a long history of cultural significance, has emerged as a particularly notable example due to its exceptionally high concentrations of polyphenols, flavonoids, and anthocyanins [8,9]. These compounds provide robust antioxidant activity and exhibit anti-inflammatory and cardioprotective properties, offering applications in disease prevention and health promotion [10,11]. Furthermore, pomegranates are valued for their antioxidant benefits and their high fiber content, essential vitamins, and low fat: characteristics that align with contemporary consumer preferences for natural and healthy foods [12,13].

Despite their recognized health benefits, the consumption of pomegranates and other antioxidant-rich fruits remains limited. In recent years, a small but growing number of studies have explored consumer behavior toward pomegranate products. In the Italian context, Stiletto and Trestini [14] provided a systematic review identifying taste, convenience, and health-related claims as the primary drivers of consumer choice. Building on this foundation, Stiletto and colleagues [15] employed a latent class model to investigate the heterogeneity in Italian consumers’ preferences for ready-to-eat pomegranate products, highlighting the role of demographic and behavioral segmentation. In a subsequent study, Stiletto et al. [16] found that taste perceptions had a stronger influence than product reputation when evaluating ready-to-eat pomegranate formats among young consumers in the Veneto region. At the international level, Romano et al. [17] used contingent valuation methods to estimate the WTP for value-added pomegranate juice in Brazil, showing that consumers were willing to pay a premium for enhanced health benefits. Similarly, Lawless et al. [18] examined consumer attitudes toward nutraceutical-rich beverages and identified health consciousness and perceived functionality as key predictors of WTP. Ranasingha et al. [19], through conjoint analysis, highlighted that intrinsic fruit attributes such as sweetness and freshness were more relevant than origin or certification in shaping preferences. These findings provide valuable insights into consumer evaluations of pomegranates and their derived products. However, the existing literature remains limited in scope, with most studies focusing on processed formats (e.g., juices, arils) rather than fresh fruit and offering only limited analysis of how psycho-attitudinal traits and generational differences influence consumer preferences.

Furthermore, previous contributions have identified consumer awareness and preferences as key barriers to the broader inclusion of antioxidant-rich fruits in the diet [14,16,20]. In many cases, individuals may lack knowledge about the specific health benefits of these fruits or may not consider them as part of their habitual food choices. Additional factors, such as limited availability, perceived inconvenience in consumption (e.g., difficulty in peeling or processing the fruit), or sensory preferences, may discourage regular intake. These barriers suggest that nutritional value alone is insufficient to drive consumption and that a comprehensive investigation into how consumers perceive pomegranates, what attributes they value, and what limitations they encounter is crucial to supporting more effective promotion strategies and encouraging healthier dietary patterns. To address this issue, the present study seeks to explore the following research question:

RQ1.

What are the consumer attitudes and preferences toward pomegranates, and what barriers hinder their consumption?

In addition to individual perceptions and preferences, generational differences have emerged as a key factor in shaping food-related attitudes and behaviors. In particular, previous studies have highlighted the relevance of adopting a generational perspective to better understand evolving patterns in consumer behavior and preferences across age cohorts [21,22,23]. In fact, each generational cohort is characterized by distinct values, lifestyles, and decision-making patterns influencing how food products are perceived, evaluated, and purchased [22,24,25]. Younger cohorts, such as Millennials and Generation Z, are generally more responsive to innovation and tend to prioritize health, environmental sustainability, and social responsibility in their food choices. Conversely, older generations may display more conservative consumption habits, showing a greater reliance on established routines and a lower propensity to adopt novel or functional products [26,27]. To explore these dynamics, the present study addresses the following research question:

RQ2.

How do generational differences shape consumer attitudes, preferences, and purchase intentions toward pomegranates?

In recent years, there has been a growing emphasis on enhancing agricultural products’ nutritional and health-related properties, driven by increasing consumer demand for natural and health-oriented food options [28,29,30,31]. Within this context, enriching pomegranates with higher antioxidant levels may represent a promising innovation aligning with public health objectives and evolving dietary preferences.

Although consumers increasingly value health-related attributes in food, it remains unclear to what extent these preferences are reflected in actual economic behavior. In particular, it is important to investigate whether enhanced antioxidant content can influence consumers’ willingness to pay (WTP). Clarifying this relationship would offer valuable insights into the market appeal of antioxidant-enriched products and the effectiveness of health-oriented product positioning. To this end, the present study also explores the factors that most significantly influence consumers’ WTP for antioxidant-enriched pomegranates. In doing so, it draws on previous findings that have identified socio-demographic and psycho-attitudinal variables, such as income, education, perceived health benefits, and openness to innovation, as potential determinants of WTP for nutritionally enhanced foods [32,33]. Accordingly, this study addresses the following research question:

RQ3.

What are the socio-demographic and psycho-attitudinal factors affecting consumers’ WTP for antioxidant-enriched pomegranates?

By addressing these questions, this study enhances the understanding of consumer behavior toward antioxidant-rich pomegranates, with a particular focus on consumer perceptions, generational differences, and WTP.

This study draws on Lancaster’s theory of consumer choice [34], which argues that consumers derive utility not from goods themselves but from their characteristics or attributes. According to this framework, the selection of a product is determined by the combination of attributes that best fulfill the consumer’s needs. The WTP for antioxidant-enriched pomegranates can thus be understood as a function of the perceived value of specific product attributes, such as health benefits and antioxidant content, which may vary across socio-demographic and psycho-attitudinal factors.

By focusing on fresh pomegranates, which represent an underexplored product in consumer behavior research, and adopting a multidimensional approach that includes generational and psycho-attitudinal factors, this study addresses key gaps in the existing literature. In doing so, it provides practical insights for producers, retailers, and policymakers seeking to promote healthier food choices through targeted communication and product-development strategies.

2. Materials and Methods

2.1. Data Gathering

This study employed an online questionnaire administered to a representative sample of Italian household food purchasers. Managed through a professional marketing strategy, the data collection lasted approximately two months, from July to August 2023.

A total of 3019 participants were included in this study. The gender distribution was balanced across the sample, with 48.76% male and 51.08% female. The average age was 47.26 years (±14.49), ranging from 18 to 74 years, indicating broad representation across different age groups (

Table 1. Socio-demographic characteristics of the sample.

Variable	Mean (Std. Dev.)	Freq. (%)	Min	Max
Age	47.26 (14.49)		18	74
Gender
Male		48.76
Female		51.08
Unspecified		0.17
Household Size	2.98 (1.16)		1	6
Living Area (Italy)
Northwest		26.53
Northeast		19.11
Center		19.81
South and Islands		34.55
Education
Primary School		0.70
Secondary School		11.73
High School		52.40
University Degree		28.16
Master and/or PhD		7.02
Job
Employee		49.35
Self-Employed		12.55
Student		5.96
Housewife/husband		9.11
Unemployed		7.45
Pensioner		14.24
Other		1.32
Income
Up to 15,000		19.51
15,000–30,000 EUR		38.39
31,000–45,000 EUR		24.71
46,000–60,000 EUR		11.20
Over 60,000 EUR		6.19

).

Regarding household size, the average number of people per household was 2.98 (±1.16), reflecting typical family structures in Italy. The respondents were geographically distributed across the different regions of Italy, with 26.53% living in the Northwest, 19.11% in the Northeast, 19.81% in the Center, and 34.55% in the South and Islands, which highlights a fair representation from both the northern and southern areas of the country.

The sample was generally well-educated, with 52.40% of the respondents holding a high school diploma, 28.16% a university degree, and 7.02% a Master’s degree or PhD. In terms of employment status, nearly half of the respondents (49.35%) were employees, followed by self-employed individuals (12.55%), pensioners (14.24%), and housewives/husbands (9.11%). A smaller percentage of the participants identified as students (5.96%) or unemployed (7.45%). The income distribution reflected a predominance of middle-income households, with 38.39% earning between 15,000 and 30,000 EUR and 24.71% between 31,000 and 45,000 EUR.

Before participation, all respondents provided informed consent, acknowledging this study’s objectives and data-handling policies. The questionnaire was completed anonymously, with an average response time of 10 min. To enhance clarity and ensure the questionnaire’s effectiveness, a pilot test involving 20 consumers was conducted, allowing for refinements in question wording and framing.

The questionnaire was structured into five sections to explore several key dimensions of consumer behavior. The first section specifically examined pomegranate consumption, assessing its frequency, perceived barriers, and relevance to its health benefits. These questions were designed to capture both behavioral and perceptual aspects that may influence actual consumption levels. The second section employed the Best–Worst Scaling (BWS) approach, a well-established method in consumer behavior research [35,36,37,38], to assess the relative importance values attributed by consumers to the product characteristics. In this study, eleven attributes (

Table 2. Pomegranate attributes considered in the BWS.

Attribute Number	Attribute
1	Italian
2	Organic
3	Vitamins
4	Antioxidants
5	Sweet
6	Sour
7	Foreign
8	Easy shelling
9	Shelf life
10	Easy seed chewiness
11	Color

) related to pomegranates were organized into eleven choice sets, each containing five attributes. A Balanced Incomplete Block (BIB) design ensured that each attribute appeared five times across the different sets. The respondents were asked to identify the most and least important attributes in each scenario.

The third section of the questionnaire assessed the consumers’ WTP for pomegranates characterized by higher levels of antioxidants. The product was described to respondents as “pomegranates with a higher antioxidant content,” without reference to brand, geographic origin, or other quality cues, to isolate the value attributed specifically to the health-enhancing attribute under a ceteris paribus assumption. The base price was set at 3 EUR per kilogram, reflecting the average market price for conventional pomegranates, which served as the reference product. The participants were presented with a sequence of price points, increasing in 0.10 EUR increments (e.g., 3.10 EUR/kg, 3.20 EUR/kg, etc.), and asked to indicate at each step whether they would be willing to purchase the antioxidant-rich pomegranates at that price. This method allowed for the estimation of individual reservation prices and provided a robust quantitative measure of the trade-offs consumers are willing to make in favor of foods perceived as healthier and more sustainable [39].

The fourth and fifth sections of the questionnaire collected psycho-attitudinal and socio-demographic data to characterize the respondents. The socio-demographic section gathered information on the respondents’ genders, ages, education levels, household sizes, occupations, incomes, and places of residence. To capture the attitudinal differences, this study included three scales validated in the literature: the Consumer Novelty-Seeking scale (CNS) [40], Healthy Lifestyle scale (HLS) [41], and Consumer Ethnocentrism scale (CET) [42]. These scales were chosen due to their extensive use in consumer behavior research to assess openness to food innovation, health-conscious behaviors, and the propensity to prioritize domestically produced foods, representing key factors affecting consumers’ food choices [43,44,45]. The respondents rated their agreements with the scale items on a 7-point semantic scale ranging from 1 (strongly disagree) to 7 (strongly agree), adopted for its greater sensitivity and proven reliability in measuring consumer attitudes [46]. To enhance the data reliability, trap questions were included to assess the respondent attentiveness [47,48]. the participants who failed these checks were excluded from the final dataset.

2.2. Statistical Analysis

The statistical analysis followed a structured approach to examine both the descriptive and inferential aspects of the data. Initially, a descriptive analysis was conducted to summarize the characteristics of the sample, including socio-demographic variables and consumers’ attitudes related to fresh fruit consumption and, more specifically, pomegranate consumption.

Subsequently, the responses from the BWS section were analyzed to find out the most and least preferred attributes of pomegranates among the respondents. The BWS scores for each attribute were calculated by computing the net frequency with which each attribute was selected as the most important (“best”) minus the frequency with which it was chosen as the least important (“worst”) across all choice scenarios. This resulted in a score ranging from −5 to +5, where higher values indicated greater perceived importance of the attribute while lower values reflected lower relative preference [49,50].

To identify the socio-demographic and psycho-attitudinal factors influencing consumers’ WTP for pomegranates with higher antioxidant content, a Tobit regression model was estimated, which can be expressed by the following expression:

E_y = XβF(z) + σf(z)

where:

E_y is the expected value of the dependent variable, y;

X represents a vector of independent variables;

β is a vector of unknown coefficients;

z represents the unit normal density;

F(z) is the cumulative normal distribution function;

f(z) is the normal probability density function.

The Tobit model was chosen due to the censored nature of the dependent variable, as the WTP values are bounded by zero on the lower end, preventing the use of ordinary least squares (OLS) regression, which assumes an unbounded continuous dependent variable. This approach allowed us to account for the presence of non-purchasers while ensuring that the estimates remained statistically robust and unbiased [51].

Finally, to further investigate the heterogeneity within the sample, a segmentation analysis based on generational cohorts was conducted, categorizing the respondents into four groups: Generation Z (born from 1997 to 2012), Millennials (born from 1981 to 1996), Generation X (born from 1965 to 1980), and Baby Boomers (born from 1946 to 1964). This segmentation allowed for a comparative assessment of the attitudinal and preference differences across the age groups. To test for statistically significant differences in the attitudinal variables, BWS-derived preferences, and WTP for pomegranates with higher antioxidant content, the Kruskal–Wallis test was employed. This non-parametric alternative to ANOVA was selected because it does not assume normality of data or homogeneity of variances, making it particularly suitable given the ordinal nature of some variables and the potential for skewed distributions [52]. Post-hoc pairwise comparisons were conducted using Dunn’s test to confirm significant differences between the generational cohorts [53].

3. Results and Discussion

3.1. Focus on Pomegranates: Preferences and Barriers

Most respondents (83.01%) reported being aware of the health benefits of pomegranate consumption, whereas 16.99% were unfamiliar with its nutritional properties. Despite this widespread awareness, regular consumption remains limited (

Table 3. Frequency of pomegranate consumption.

Frequency of Consumption	Percentage (%)
Every day	3.74
A few times a week	17.42
A few times a month	25.21
A few times a year	43.69
Never	9.94

). Only 3.74% of the respondents consumed pomegranate daily, while 17.42% consumed it a few times per week. The majority consumed it occasionally, with 25.21% consuming it a few times per month and 43.69% only a few times per year. Notably, 9.94% never consumed pomegranate. These findings suggest that while consumers recognize the fruit’s beneficial properties, its incorporation into daily or weekly diets is relatively low.

Among those who never consumed pomegranate (n = 300), the most frequently cited reason was a dislike for the fruit (49.33%), followed by the inconvenience associated with peeling (33.67%) and limited availability in stores (26.33%) (

Table 4. Barriers to pomegranate consumption (n = 300).

Reason	Percentage (%)
Does not like the taste	49.33
Difficult to peel	33.67
Rarely available in stores	26.33
Too expensive	15.67
Too acidic	13.00
Not interested in health benefits	5.33
Difficult to digest	2.00
Other	1.67

). Additionally, 13.00% considered it too acidic, while 15.67% perceived it as too expensive. A minority (5.33%) expressed a lack of interest in its health benefits, while concerns about digestibility were marginal (2.00%). Despite high health awareness, these results highlight practical barriers that may restrict pomegranate consumption.

3.2. Results of the BWS Analysis

The BWS analysis revealed clear preferences regarding the attributes influencing pomegranate consumption (

Table 5. BWS analysis results.

Variable	Mean	Std. Dev.	Min	Max
Italian origin	1.695	2.339	−5	5
Antioxidants	1.622	1.953	−5	5
Vitamins	1.376	1.685	−5	5
Organic	1.199	2.435	−5	5
Shelf life	0.106	1.588	−5	5
Sweetness	−0.151	1.979	−5	5
Easy shelling	−0.765	1.812	−5	5
Color	−0.874	2.073	−5	5
Easy seed chewiness	−1.325	1.781	−5	5
Sourness	−1.366	1.715	−5	4
Foreignness	−1.517	1.671	−5	4

). The attribute with the highest preference was “Italian” (1.695), suggesting consumers highly value domestically sourced pomegranates. This preference likely reflects the growing trend for locally produced foods, as consumers increasingly associate local products with higher quality, authenticity, and sustainability [54,55,56]. The “Antioxidant” (1.622) and “Vitamins” (1.376) attributes also ranked highly, indicating that the perceived health benefits of pomegranates significantly influence purchasing decisions. Such results are in line with the study of Stiletto and Trestini [14], who pointed out that antioxidants, known for their anti-inflammatory and anti-aging properties, and vitamins appear to be central to consumers’ motivations for including pomegranates in their diet. “Organic” (1.199) was also relatively important, suggesting that consumers tend to prefer organic pomegranates, which are often perceived as healthier and environmentally sustainable alternatives to conventionally grown produce. This finding is consistent with previous studies indicating that consumers are increasingly driven by the desire for organic foods, motivated by concerns over pesticide residues and environmental impact [57,58,59].

“Shelf life” (0.106), while not as strong as the health or origin factors, still showed some relevance. The relatively low score suggests that while pomegranates are often consumed fresh, the longevity of the fruit does not significantly impact consumer choices, perhaps due to the typical pattern of immediate consumption or short-term storage.

On the other hand, the attributes related to taste and convenience, such as “Sweetness” (−0.151), “Easy shelling” (−0.765), and “Easy seed chewiness” (−1.325), received negative scores. This indicates that while consumers acknowledge the importance of these factors, they are not as decisive in their decision-making process as health and origin attributes. Specifically, the negative preferences for “Sourness” (−1.366) and “Foreignness” (−1.517) reflect a general disinterest in sour-tasting pomegranates and those imported from abroad, which may be perceived as less fresh or less aligned with the consumer’s preference for local, high-quality products. “Color” (−0.874) was also rated relatively low, suggesting that visual appeal is a secondary consideration compared to other attributes, such as health benefits and origin.

These preferences confirm and extend prior findings in the field of functional food marketing. As noted in studies by Ranasingha et al. [19] and Romano et al. [17], health-related attributes are often prioritized by consumers seeking functional benefits in fruit products. Our results reinforce the idea that these attributes significantly enhance perceived product value. Furthermore, the strong preference for “Italian” origin aligns with broader trends observed in European markets, where local provenance is frequently associated with authenticity, safety, and superior taste [16,18]. Similar findings were reported by Stiletto et al. [15], who observed that Italian origin consistently exerted a positive effect on consumer choice, whereas price had a negative impact. Their study also revealed mixed effects for eco-friendly packaging, indicating a nuanced consumer response to sustainability-related cues.

Conversely, the lower relevance of the sensory and convenience traits (e.g., chewiness, sweetness, color) appears to diverge from research on processed pomegranate formats, such as juices and arils, where taste and practicality play a larger role [17]. This suggests that consumer priorities may shift depending on the product type (fresh vs. processed) and context of use.

3.3. Segmentation Analysis and Generational Differences

The market segmentation analysis based on the generational categories revealed significant differences in the consumer preferences and WTP for pomegranates with high antioxidant content.

Table 6. Market segmentation analysis.

Variable	Total (2719)	Gen Z (323)	Millennials (777)	Gen X (982)	Baby Boomers (637)
Psycho-attitudinal variables
CNS scale	4.747	4.775 a	4.811 a	4.889 b	4.433 c
HLS scale	4.796	4.565 a	4.737 b	4.861 c	4.884 c
CET scale	4.823	4.267 a	4.680 b	4.981 c	5.034 c
Product attributes
Italian origin	1.695	1.037 a	1.301 b	1.913 c	2.171 d
Organic	1.199	1.635 a	1.277 b	1.126 c	0.997 c
High vitamin intake	1.376	1.180 a	1.252 a	1.354 b	1.659 c
Antioxidant properties	1.622	0.700 a	1.296 b	1.801 c	2.211 d
Sweet taste	−0.151	0.368 a	0.022 b	−0.219 c	−0.520 d
Sour taste	−1.366	−1.053 a	−1.284 b	−1.389 b	−1.589 c
Foreignness	−1.517	−1.241 a	−1.350 a	−1.609 b	−1.721 b
Easy shelling	−0.765	−1.115 a	−0.834 b	−0.736 b	−0.549 c
Shelf life	0.106	0.232 a	0.219 a	0.074 b	−0.046 c
Easy seed chewiness	−1.324	−1.201 a	−1.136 a	−1.372 b	−1.544 c
Color	−0.874	−0.542 a	−0.762 b	−0.943 c	−1.071 c
Pomegranate consumption frequency
Regular consumers (%)	23.51%	30.96%	24.20%	22.81%	19.94%
Occasional consumers (%)	76.49%	69.04%	75.80%	77.19%	80.06%

Note: Means with different superscripts are statistically different from each other according to the Kruskal–Wallis test.

presents the breakdown of various psycho-attitudinal variables, product attributes, and consumption behaviors across four generational groups: Gen Z, Millennials, Gen X, and Baby Boomers.

One of the most notable findings is the variation in consumer attitudes toward local products. Gen Z and the Millennials show a preference for Italian pomegranates. However, this preference becomes stronger with age, as Gen X and the Baby Boomers emphasize the product’s origin even more. These generational differences align with the growing trend of local food movements, with older generations associating local products with higher quality and sustainability [60,61]. Conversely, the preference for organic pomegranates decreases with age, with Gen Z rating organic pomegranates the highest (1.635), while the Baby Boomers show the least interest in this attribute (0.997). This may reflect younger generations’ increasing concern about human health and environmental sustainability, which often drives the demand for organic and ethically sourced foods [62,63]. Indeed, similar generational patterns in the perception of organic products were observed in a study by Lamonaca et al. [64], where younger cohorts tended to be more prone to buying and consuming organic products. However, it is noteworthy that some studies present contrasting findings. For example, Kamenidou et al. [23] observed that older generations, such as the Silent Generation and Baby Boomers, exhibited more favorable attitudes and higher purchasing frequencies for organic foods compared with younger cohorts.

Regarding health attributes, Gen X and the Baby Boomers show the highest values for antioxidant properties, with mean scores of 1.801 and 2.211, respectively. This suggests that older consumers, in particular, are more motivated by the potential health benefits of antioxidants, known for their anti-inflammatory and anti-aging effects. Interestingly, the emphasis on antioxidant properties decreases among the younger generations, with Gen Z giving the lowest score, of 0.700, possibly reflecting a less health-conscious attitude among younger individuals. These findings are consistent with the results of Szakos et al. [65], who reported that older adults tend to prioritize functional and health-related food attributes more than younger consumers.

Taste preferences also vary across generations. Gen Z and the Millennials tend to prefer sweeter pomegranates (0.368 and 0.022, respectively), while Gen X and the Baby Boomers show a negative preference for sweetness (−0.219; −0.520). This pattern may indicate that older generations have more developed tastes and are less inclined toward sweeter, less mature fruit varieties. Additionally, the preference for sour taste is highest among the Baby Boomers (−1.589), followed by Gen X (−1.389), suggesting that sourness is a more accepted characteristic in older generations.

In terms of consumption frequency, the data suggest that younger consumers are more likely to be regular consumers of pomegranates, with 30.96% of Gen Z reporting regular consumption compared with only 19.94% of the Baby Boomers. This is consistent with the greater health consciousness and interest in novel food products among younger generations, as highlighted by Baker et al. [66], who found that younger consumers show higher acceptance of functional foods due to greater exposure to health information and interest in disease prevention. Similarly, Tuorila and Hartmann [67] emphasized that younger individuals are more open to novel and unfamiliar foods, driven by curiosity, willingness to try new experiences, and greater responsiveness to food innovation trends. These factors likely contribute to their higher frequency of pomegranate consumption despite potential barriers such as preparation effort or non-habitual use. However, despite these differences in regular consumption, most respondents in all generational categories were occasional consumers, highlighting the widespread but non-regular appeal of pomegranates across all age groups.

3.4. WTP for Antioxidant-Rich Pomegranates

On average, the sample was willing to pay 3.55 euros for the purchase of pomegranates with higher antioxidant content, which represents an approximate 18.33% premium over the average price of conventional pomegranates available on the market, suggesting a notable market potential for such foods (

Table 7. Mean WTP values for antioxidant-rich pomegranates across generational cohorts.

	Total (2719)	Gen Z (323)	Millennials (777)	Gen X (982)	Baby Boomers (637)
WTP	3.546	3.763 a	3.535 b	3.495 b	3.527 b

Note: Means with different superscripts are statistically different from each other according to the Kruskal–Wallis test.

). This price premium increased even further (approximately 25.4%) among the Gen Z consumers, who exhibited the highest WTP (3.763 euros) compared with the Millennials (3.535), Gen X (3.495), and the Baby Boomers (3.527). However, no significant differences were found between the WTP values of the Millennials, Gen X, and the Baby Boomers, suggesting that the WTP for pomegranates with high antioxidant content tends to level out as consumers age, possibly due to shifting priorities, such as a more conservative approach to food innovation or greater reliance on established consumption habits, or due to financial constraints that may lead older consumers to be more price-sensitive and less inclined to pay a premium for functional attributes.

This finding becomes particularly noteworthy when considering generational differences in the preference for antioxidant properties derived from the BWS analysis. In fact, while the Baby Boomers declared the highest preference for antioxidants, this was not reflected in a higher WTP for antioxidant-rich pomegranates, underlining a non-linear relationship between attitudes and economic behavior. This is consistent with existing studies in behavioral food economics, which emphasize that preferences do not always predict purchasing behavior when cost, risk aversion, or habit strength intervene [17,18]. This discrepancy may be due to several factors. First, despite recognizing the health benefits of antioxidants, older consumers may be more price-sensitive and less inclined to allocate additional financial resources toward premium-priced functional foods [39]. Furthermore, Baby Boomers, who already prioritize diets rich in fresh products, may perceive antioxidant-rich pomegranates as redundant rather than an added value, thereby reducing their WTP a price premium [68,69]. Lastly, generational differences in information processing and food choice motivations could also play roles, as younger generations are often more experimental and driven by novelty-seeking behaviors, which could explain their higher WTP despite rating antioxidants lower in importance. The tendency of younger generations to engage with health trends via social media and digital platforms may also amplify their willingness to invest in innovative foods, even if their underlying health motivations are weaker [67,70]. These considerations suggest that the relationship between stated preferences and actual economic behavior is not linear and should be further explored.

Concerning the Tobit regression, which was implemented to investigate the factors influencing consumers’ WTP for antioxidant-rich pomegranates, the results highlight income as an influential variable, suggesting that higher-income consumers are more likely to pay premiums for such products (

Table 8. Results of the Tobit regression.

WTP	Coef.	St. Err.	t-Value	p-Value	[95% Conf.	Interval]	Sig
Education	0.027	0.032	0.82	0.411	−0.037	0.09
Income	0.099	0.023	4.35	0	0.054	0.143	***
Gender	−0.031	0.049	−0.64	0.52	−0.127	0.064
Age	−0.004	0.002	−2.50	0.012	−0.008	−0.001	**
CNS	0.119	0.024	4.91	0	0.072	0.167	***
HLS	0.032	0.029	1.09	0.278	−0.026	0.09
CET	0.024	0.02	1.20	0.231	−0.015	0.062
Constant	2.163	0.2	10.81	0	1.771	2.555	***

*** p < 0.01, ** p < 0.05.

). This aligns with previous studies, such as those of Marcillo-Yepez et al. [71] and Ghazanfari et al. [72], indicating that income often plays a crucial role in determining the WTP for health-related foods. Age negatively affected the WTP, indicating that older individuals are less willing to pay more for antioxidant-rich pomegranates. Such a result reflects generational differences in food preferences, as older consumers tend to show less interest in functional or health-enhancing products compared with younger cohorts, who are generally more receptive to such food attributes [27,28].

The CNS scale positively affected the WTP, suggesting that consumers with stronger propensities for food novelty are more inclined to pay premiums for antioxidant-rich pomegranates. These findings underscore the relevance of product innovativeness in food choices, as consumers open to novelty are more likely to appreciate and seek out functional or distinctive products that differ from conventional options. These results align with the findings of Kalantarzadeh Tezerjany et al. [73], who highlighted the role of novelty seeking in enhancing consumer satisfaction with innovative foods, as well as Ross et al. [74], who showed that consumers with higher novelty orientation are more open to adopting emerging food technologies. Similarly, Biondi and Camanzi [75] found that novelty seeking positively influences consumers’ perception and purchase intentions toward novel food products with multiple attributes.

4. Conclusions

This study aimed to investigate consumer preferences and WTP for antioxidant-rich pomegranates, focusing on the roles of product attributes and generational differences. The findings confirm that consumers strongly emphasize product origin, with a marked preference for domestically sourced pomegranates, reinforcing the importance of national identity and local food movements in purchasing decisions. Additionally, health attributes, such as antioxidant content, significantly shape consumer choices, particularly among older consumers. However, the generational analysis revealed a notable discrepancy: while Baby Boomers valued antioxidants the most, younger consumers exhibited the highest WTP for antioxidant-rich pomegranates. This suggests that WTP may be driven by factors beyond health concerns, such as novelty-seeking behaviors and engagement with food trends. Such patterns align with the existing literature on how younger consumers often prioritize novelty and health trends over traditional preferences.

From a managerial perspective, these findings suggest that producers and retailers should emphasize pomegranates’ local origins and health benefits in their marketing strategies. Highlighting the antioxidant properties of pomegranates through clear labeling and nutritional claims could enhance the perceived value, particularly among health-conscious consumers. Additionally, younger consumers, who demonstrated a higher WTP, could be effectively targeted through digital marketing strategies that align with their engagement with health trends and social media. This study also underscores the need to address practical consumption barriers, such as ease of peeling and seed chewiness, which negatively impact consumer preferences. Innovations in packaging and convenience-oriented product formats (e.g., ready-to-eat pomegranate arils or juice blends) could help expand the market reach.

From a policy perspective, the strong preference for local products suggests that initiatives supporting domestic agriculture and short supply chains may contribute to increased consumer engagement and market resilience. More broadly, efforts to improve consumer awareness and interest in product innovation could also play a role in shaping future demand, particularly among younger generations.

Despite its contributions, this study has some limitations. First, the sample, while diverse in terms of demographics, may not have fully captured the nuances of regional food cultures and purchasing behaviors across Italy. Furthermore, while the WTP was measured through a stated-preference approach, purchasing behavior may differ due to budget constraints and competing product choices. Lastly, the role of external factors, such as price fluctuations and media influence on consumer perceptions, was not explicitly examined.

Future research could address these limitations by expanding the sample size to enhance the representativeness, conducting more localized analyses to capture geographical variations. Additionally, further studies could explore new influencing factors, such as psychological, cultural, or contextual variables, and adopt experimental or field-based approaches to better understand real-market behaviors and consumer decision-making in the functional food market.