TY - JOUR
T1 - Young consumers’ preferences for water-saving wines
T2 - an experimental study
AU - Pomarici, Eugenio
AU - Asioli, Daniele
AU - Vecchio, Riccardo
AU - Næs, Tormod
PY - 2018
Y1 - 2018
N2 - Freshwater scarcity is becoming one of the most pressing issues of the global environmental sustainability, and agriculture is the main responsible of that scarcity. During the last decade, there has been an increasing consumers’ environmental concern about the impact of food production on water usage. This paper investigates young consumers’ preferences towards water saving wines and the determinants of willingness to pay (WTP) for these products. Data were collected through an experimental auction mechanism in Italy by assessing young consumers’ willingness to pay for three different wines (i.e. conventional-no water saving label, water saving front-of-pack labelled and water saving back-of-pack labelled). Young consumers’ (N = 200) characteristics related to their personal values, pro-environmental attitudes, wine habits, labeling attitudes and socio-demographics were also collected. Results reveal that on average young consumers are willing to pay higher prices for water saving labeled wines. Additionally, wine consumption frequency, label trust and use as well as consumers’ environmental-friendly attitude have a positive effect on willingness to pay for these wines. The current study offers valuable insights to policy makers and wine producers for product differentiation and for more efficiently targeting campaigns towards young consumers, in order to increase sustainability-labeled wine consumption.
AB - Freshwater scarcity is becoming one of the most pressing issues of the global environmental sustainability, and agriculture is the main responsible of that scarcity. During the last decade, there has been an increasing consumers’ environmental concern about the impact of food production on water usage. This paper investigates young consumers’ preferences towards water saving wines and the determinants of willingness to pay (WTP) for these products. Data were collected through an experimental auction mechanism in Italy by assessing young consumers’ willingness to pay for three different wines (i.e. conventional-no water saving label, water saving front-of-pack labelled and water saving back-of-pack labelled). Young consumers’ (N = 200) characteristics related to their personal values, pro-environmental attitudes, wine habits, labeling attitudes and socio-demographics were also collected. Results reveal that on average young consumers are willing to pay higher prices for water saving labeled wines. Additionally, wine consumption frequency, label trust and use as well as consumers’ environmental-friendly attitude have a positive effect on willingness to pay for these wines. The current study offers valuable insights to policy makers and wine producers for product differentiation and for more efficiently targeting campaigns towards young consumers, in order to increase sustainability-labeled wine consumption.
KW - Environmental attitude
KW - Experimental auctions
KW - Italy
KW - Water saving label
KW - Willingness to pay
KW - Wine
KW - Young consumers
U2 - 10.1016/j.wep.2018.02.002
DO - 10.1016/j.wep.2018.02.002
M3 - Journal article
AN - SCOPUS:85044618626
SN - 2212-9774
VL - 7
SP - 65
EP - 76
JO - Wine Economics and Policy
JF - Wine Economics and Policy
IS - 1
ER -
