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

Purpose This study examines US consumer purchasing behavior for elderberry products, focusing on both the decision to purchase and the frequency of consumption. It investigates how consumer attitudes toward a range of product qualities—such as price, taste, nutritional benefits and environmental impact—as well as socioeconomic characteristics influence purchasing and consumption patterns. Design/methodology/approach The study uses a sample of 597 respondents from a 2022 national survey conducted in the US. Factor analysis was implemented to condense attitudinal variables, which then informed consumer segmentation via cluster analysis. Five consumer segments were identified: health-indifferent consumers, socially conscious consumers, health-motivated consumers, conventional consumers, and taste- and value-seekers. A double-hurdle model was estimated to separately examine the decision to purchase and the frequency of consumption. Findings Specific consumer segments—particularly socially conscious and health-motivated consumers—significantly influence the likelihood of purchasing elderberry products. In contrast, a broader set of segments contributes to consumption frequency, indicating that different motivations drive trial versus habitual use. Socioeconomic factors—including age, income, educational attainment, race and family composition—also influence purchasing and consumption decisions. Originality/value This study 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 attitudes directly to both market participation and consumption intensity. This approach addresses the common attitude-behavior gap and provides useful insights for targeted marketing and product development in the growing elderberry sector.