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Article
Publication date: 21 February 2020

Giuseppina Migliore, Alkis Thrassou, Maria Crescimanno, Giorgio Schifani and Antonino Galati

The aim of this study is to understand which wine quality characteristics, consumers' attitudes and socio-demographic characteristics affect the consumers' willingness to pay…

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Abstract

Purpose

The aim of this study is to understand which wine quality characteristics, consumers' attitudes and socio-demographic characteristics affect the consumers' willingness to pay (WTP) a premium price for a bottle of natural wine.

Design/methodology/approach

The research is experimental and investigated the purchasing intentions of 613 Italian wine consumers within a hypothetical setting. In order to elicit WTP for natural wine, a multiple price list (MPL) in a comparison with one bottle of conventional wine, with an average price of €5 was adopted. To understand which quality attributes of wine affect the consumers' WTP for natural wine, a Tobit regression model was implemented.

Findings

The findings reveal that drink frequency and occasion, organic production method, the content of sulfites, income and the attitudes towards healthy eating and the environment are positively associated with a higher WTP for natural wine.

Research limitations/implications

The main limitation of this study is related to both the convenient sample and the limited geographical area. However, identifying which quality attributes of natural wine are most appreciated by consumers and which attitudes affect this behaviour is fundamental in order to develop successful marketing strategies for product development and the design of advertising and communication campaigns.

Originality/value

This study is one of the first to analyse the consumer behaviour towards natural wines contributing to enrich that part of the economic literature which states that consumers have a positive attitude towards sustainable wines.

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Article
Publication date: 4 July 2018

Shadi Hashem, Giuseppina Migliore, Giorgio Schifani, Emanuele Schimmenti and Susanne Padel

The purpose of this paper is to explain the growing interest of English consumers in local organic food sold through box schemes, by providing insights into the motives of…

2169

Abstract

Purpose

The purpose of this paper is to explain the growing interest of English consumers in local organic food sold through box schemes, by providing insights into the motives of customers of such schemes and examining the relationship with their awareness about problems of the agro-food system.

Design/methodology/approach

A mixed methods approach combined in-depth interviews with 22 box scheme customers with a quantitative survey of 416 consumers, analysed by means of principal component analysis and an ordered logit model.

Findings

Consumers of small local organic box schemes in England are both altruistically and hedonistically motivated. This includes a strong political motivation to change the current food system, as shown by the strong influence of an anti-globalisation factor and wanting to support small farmers. They perceive local organic food as a more environmentally sustainable alternative to the mainstream food system. The box schemes offer consumers a practical alternative by providing high quality products combined with convenience illustrating the importance of the latter also in local food shopping. This reinforces the possibility to successfully combining the attributes of “local” and “organic”.

Research limitations/implications

The study was conducted in only one country (England) with about 400 consumers of ten organic farmer-led box schemes. It was based on a self-selecting sample of consumers of such schemes, which included a large proportion of females and people with high level of education. Further research is needed to validate the results.

Originality/value

This study is the first academic study investigating the main factors affecting consumers’ choice to purchase local organic food through a number of English box schemes. It identifies that such consumers are ethically and politically motivated and show some differences compared with the general literature on organic food consumption.

Details

British Food Journal, vol. 120 no. 7
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 8 June 2015

Giuseppina Migliore, Antonino Galati, Pietro Romeo, Maria Crescimanno and Giorgio Schifani

The purpose of this paper is to detect what experience and credence quality attributes contribute to the consumer decision to consume cactus pear fruit. The authors therefore try…

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Abstract

Purpose

The purpose of this paper is to detect what experience and credence quality attributes contribute to the consumer decision to consume cactus pear fruit. The authors therefore try to measure the effect of each quality attribute on consumer choice.

Design/methodology/approach

As a theoretical basis, two principal quality attributes emphasised in the literature on consumer behaviour were analysed and adjusted to the specific fruit features. The empirical strategy was carried out by administering a telephone questionnaire survey of 270 interviewees who consume cactus pears in Italy. The questionnaire, consisting of 14 items expressed on a metric scale (five-point Likert scale), was used to rate the importance of cactus pear fruit quality attributes. An ordered logit model was employed for data analysis.

Findings

The results show that consumption of cactus pear fruit is mainly based on credence and experience attributes, which have different effects on the consumer decision to consume cactus pear fruit. Among experience quality attributes, the colour red, a low quantity of seeds, and being peeled are the attributes with major effects, following by credence attributes such as environmental sustainability, healthiness, and Italian origin.

Research limitations/implications

The research was based on a particular fruit, and further comparative research is clearly needed. In fact, further advancement in cactus pear research would require that the validity of the empirical findings and their degree of generalisation be examined in other geographical areas.

Practical implications

The results of this study could help to identify some factors on which business could intervene to create a more effective consumer-based approach.

Originality/value

This study contributes to a better definition of cactus pear fruit quality for consumers with the aim of developing marketing strategies to increase farm business. To the best of the knowledge, no study has ever measured the effects of cactus pear fruit quality attributes on consumer choice.

Details

British Food Journal, vol. 117 no. 6
Type: Research Article
ISSN: 0007-070X

Keywords

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