“…Therefore, the investigation of consumer attitude towards pomegranate juice carrying itself the claim of a functional and healthy food turns a relevant issue to the insertion and consolidation of pomegranate in the fruit juice market. Such investigation is aligned with the trend of adding healthiness and convenience to the product (Siró, Kálpolna, Kápolna, & Lugasi, 2008;Barbosa, Madi, Toledo, & Rego, 2010;Hernández-Carrión, Varela, Hernando, Fiszman, & Quiles, 2015;Siegrist, Shi, Giusto, & Hartmann, 2015). Indeed, the obtained data is important to elucidate the Brazilians attitude towards a novel product.…”