Drivers of liking and value perception for a new apple cultivar in Italy

Abstract Purpose – Combining sensory evaluations and hypothetical valuation mechanisms, this study aims to investigate the impact of consumers’ product sensory attributes on willingness to pay (WTP) and overall liking for a new apple cultivar. Design/methodology/approach –Asample of non-expert participants (n5122) evaluated the overall liking and just-about-right (JAR) attributes. A variable transformation approach was applied to make linear and interval regression models between the JAR attributes, overall liking scores and participants’ WTP. Findings – The study reveals the high consumer appreciation for the new apple in both hedonic and economic terms. After controlling the anchoring effect’s bias, the predicted mean WTP for the new apple cultivar was V3.26 per kilogramme. Crunchiness and flavour significantly affect both participants’ overall liking and WTP. Research limitations/implications – The main limitation is the non-probabilistic sampling procedure, which does not allow for the generalisation of the results. Penalty analysis for JAR attributes in monetary and hedonic terms is beneficial for optimising the product and evaluating its potential in the marketplace. Practical implications – The findings provide helpful directions for product optimisation in future breeding programmes to ensure the long-term sustainability of the new apple cultivars in the marketplace.