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Journal Articles

Unpacking elderberry demand: how consumer segments and socioeconomic factors shape purchasing behavior in the United States

Open Access
Hernán Borrero, Theodoros Skevas, Andrew Thomas, Kelsi Stubblefield
Journal: British Food Journal
British Food Journal (2026) 128 (5): 1925–1942.
https://doi.org/10.1108/BFJ-07-2025-0885
Published: 19 December 2025
... advances the literature by moving beyond stated preferences for specific elderberry products to examine actual purchasing behavior across the product category. By integrating detailed attitudinal consumer segmentation with socioeconomic analysis and applying a double-hurdle model, it links consumer...
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