Conference Abstract Book

Willingness to pay extra for the proposed enhanced products by age Smoothies • Both in Greece and Malta the group with the least willingness to pay extra for enriched smoothies were consumers over the age of 51 and the group willing to pay the most were young people aged between 18 and 24. • France: The age group with the least willingness to pay for enriched smoothies were the participants between aged 18 to 24. The elderly (those aged over65) also showed a reticence to pay any extra.