Riccardo Vecchio, Alessandra Rinaldi and Luigi Moio
The purpose of this paper is twofold: first, to investigate whether consumer preferences differ for wines with diverse price points and second, to analyze the effect of…
Abstract
Purpose
The purpose of this paper is twofold: first, to investigate whether consumer preferences differ for wines with diverse price points and second, to analyze the effect of denominations of origin information on preferences.
Design/methodology/approach
In, total 150 regular wine buyers expressed their willingness-to-pay (WTP) for 12 red wines of 3 denominations (Chianti Classico DOCG, Morellino di Scansano DOCG and Toscana IGT) with three price points (basic=€5, medium=€10 and high=€20) in an incentive-compatible experiment, involving two consecutive rounds: a blind tasting and an informed tasting.
Findings
The findings reveal that price points are not statistically related to consumer preferences measured in the blind round, while information on the denomination of origin leads to a statistically significant increase in WTP for wines of all price points for all denominations.
Originality/value
This paper investigates whether Sangiovese-based wines at varying levels of price points (basic, medium and high) receive different WTP by consumers in non-hypothetical experimental auctions. Furthermore, the effect of denominations of origin information on preferences is explored, comparing evaluations without and with this specific information.
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Riccardo Vecchio, Daniela Toccaceli, Alessandro Pacciani, Carla Cavallo and Gerarda Caso
The scenario of clean wines is rather articulated, and many consumers perceive diverse types of wines as a homogeneous category, not actually related with the true characteristics…
Abstract
Purpose
The scenario of clean wines is rather articulated, and many consumers perceive diverse types of wines as a homogeneous category, not actually related with the true characteristics of the products. Additionally, most often, individuals turning to these wines are driven either by health concerns or environmental consciousness or by curiosity. The purpose of this study is to understand whether there are differences in monetary preferences for four distinct clean labels and to analyze the level of interest of diverse market segments of regular wine consumers for this specific category of wines.
Design/methodology/approach
This study applied a computer-assisted Web interviewing technique. A survey was administrated in mid-September 2021 by a professional panel provider to a quota-based sample (N = 1,113) of Italian regular wine consumers. Individual willingness-to-pay (WTP) for red wines carrying different claims (organic, natural, low-sulfites and no-additives) and a conventional counterpart were collected. Clean wines’ WTP were subsequently used for hierarchical clustering.
Findings
Among the clean labels presented, respondents reported a higher WTP for organic wine. Cluster analysis yielded three actionable segments: “Easygoing wine enjoyers” (63.7%), “Convenience drinkers” (13.4%) and “Clean wine passionate” (23%). The latter reveals high preferences for all the investigated clean wines.
Research limitations/implications
Sociodemographics and wine-related characteristics of regular wine consumers particularly interested in clean wines are depicted in this study; further analysis should delve on the core drivers of individual preferences.
Practical implications
Wineries should consider the heterogeneous interest of regular wine consumers for clean wines, developing tailored strategies for specific market segments. Stakeholders interested in safeguarding consumers should carefully monitor the landscape of different clean claims entering the wine market.
Originality/value
To the best of the authors’ knowledge, no previous study has simultaneously analyzed regular wine consumers’ preferences for the four types of clean labels.
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Marco Lerro, Riccardo Vecchio, Concetta Nazzaro and Eugenio Pomarici
The purpose of this paper is to investigate sparkling wine consumption behavior and preferences of a large sample of US consumers (n=1,096) exploring the differences among genders…
Abstract
Purpose
The purpose of this paper is to investigate sparkling wine consumption behavior and preferences of a large sample of US consumers (n=1,096) exploring the differences among genders and generational cohorts.
Design/methodology/approach
The sample has been drawn from Wine opinions, a specialized market research company with a large online panel of US wine consumers. Data were collected through a survey mailing model, administering a structured questionnaire.
Findings
Findings reveal that consumption frequency between genders is not statistically different and women generally prefer sparkling wines priced below $15. Baby Boomers is the generation with the lowest sparkling wine consumption frequency. Furthermore, Generation X and Baby Boomers have the highest consumption frequency in the price range $15–$19.99, while Millennials in the $10–$14.99 one.
Originality/value
The study sheds light on the changing consumer attitudes to create competitive advantages for wineries. Specifically, it provides valuable marketing insights into the peculiarities of sparkling wine consumption for each generation (e.g. price-point preferences and type of wine).
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Domenico Carlucci, Luigi Roselli, Giacomo Giannoccaro, Carla Cavallo, Teresa Del Giudice, Riccardo Vecchio, Gianni Cicia and Bernardo Corrado De Gennaro
This study aims to investigate consumer acceptance for a set of innovations that can be applied to the production process of extra-virgin olive oil. The final purpose is to verify…
Abstract
Purpose
This study aims to investigate consumer acceptance for a set of innovations that can be applied to the production process of extra-virgin olive oil. The final purpose is to verify whether, and to what extent, consumer acceptance of innovations varies depending on the type of technology used and the profile of consumers.
Design/methodology/approach
A cross-sectional consumer survey has been carried out in Italy. A structured questionnaire was administered to a national representative sample of individuals who are responsible for grocery shopping (N = 1,003). Consumer acceptance for a set of ten innovations has been measured. Statistical differences between the various measures have been analysed through pairwise comparisons using Wilcoxon's signed-rank test, and subsequent effect sizes have been estimated. A cluster analysis has been also performed to distinguish consumer segments with different response patterns.
Findings
The results showed that the type of technology affects significantly the level of consumer acceptance of the tested innovations. In addition, high heterogeneity has been detected among consumer responses, and this leads to identify three consumer segments with different response patterns.
Originality/value
The study is focused on extra-virgin olive oil, which is one of the most important traditional food product in Mediterranean countries. This is the first study where several innovations for extra-virgin olive oil were jointly tested and compared for acceptance through a survey on a nation-wide representative sample of consumers.
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Riccardo Vecchio, Alessia Lombardi, Luigi Cembalo, Francesco Caracciolo, Gianni Cicia, Felicia Masucci and Antonio Di Francia
Consumer interest and willingness to pay (WTP) for omega-3 enriched water buffalo mozzarella cheese are evaluated through an in-store experimental auction. The purpose of this…
Abstract
Purpose
Consumer interest and willingness to pay (WTP) for omega-3 enriched water buffalo mozzarella cheese are evaluated through an in-store experimental auction. The purpose of this paper is to estimate individual WTP for enriched mozzarella cheese and related it to self-efficacy beliefs and outcome expectations of omega-3 consumption, following regulatory focus theory.
Design/methodology/approach
Data were collected in May-June 2015 from a sample of 150 consumers in Southern Italy. A structural equation modelling procedure was implemented.
Findings
The results show a significant role is played by prevention outcome expectations on consumer behaviour. While promotion outcome expectation constructs proved non-significant, self-identity correlates with prevention outcome expectations.
Research limitations/implications
There are several limitations that the authors are aware of regarding this study. First of all, since the authors rely on self-reported measures, optimistic bias might have affected participants’ responses (Weinstein, 1980). Second, results may be influenced by the choice of the specific information provided to consumers for the analysis; different claims and different information framings should be tested (LeBoeuf and Shafir, 2003).
Practical implications
Implications stemming from the results encourage the promotion of omega-3 enriched mozzarella cheese based on stimulating outcome expectations, bearing in mind that individual motivations should be enhanced by self-identity beliefs.
Originality/value
Although the combined role of self-efficacy and outcome expectations on personal intention to adopt healthy behaviour has already been demonstrated (Keller, 2006; Tudoran et al., 2012), to the best of the knowledge no previous study relates individual behaviour to an intention measured as a WTP for an actual product. In addition, current study has applied a non-hypothetical BDM (from Becker et al., 1964) auction in-store experiment.
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Azzurra Annunziata, Eugenio Pomarici, Riccardo Vecchio and Angela Mariani
The purpose of this paper is to investigate consumers’ interest and preference for health warnings on wine label, and the key socio-demographic and attitudinal variables driving…
Abstract
Purpose
The purpose of this paper is to investigate consumers’ interest and preference for health warnings on wine label, and the key socio-demographic and attitudinal variables driving this interest.
Design/methodology/approach
Data were gathered, by a professional marketing company, through an on line survey with a sample of 300 Italians, aged over 18, consuming wine at least once a month.
Findings
Respondents were interested in receiving more information on nutritional and health features of wine through the label, and would also like to obtain information about the warnings about possible side effects related to excessive wine consumption. The most relevant variables influencing positive interest toward this information are gender (female), age (younger cohort), education level (higher), presence of children in the household and being the main responsible of grocery shopping.
Research limitations/implications
The research was limited by being conducted only in Italy, using explorative methodology.
Social implications
Outcomes provide useful evidence for advocates calling for the introduction of health warnings on wine labels and policy makers.
Originality/value
To the best of the authors’ knowledge, this is the first study to analyze Italian consumer interest toward health warnings on wine label.
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Claudia Meier, Nadja El Benni, Srinivasaiah Sakamma, Simon Moakes, Christian Grovermann, Sylvain Quiédeville, Hanna Stolz, Matthias Stolze and K. Basegowda Umesh
Biofortification of staple crops is a promising strategy to alleviate micronutrient deficiencies in rural populations of the developing world. The possibility to sell biofortified…
Abstract
Purpose
Biofortification of staple crops is a promising strategy to alleviate micronutrient deficiencies in rural populations of the developing world. The possibility to sell biofortified crops at “a good market price” plays a vital role for the acceptance by smallholder farmers. This study is therefore focused on non-farming consumers' willingness to pay (WTP) for biofortified crops.
Design/methodology/approach
Specifically, we elicited non-farming consumers' WTP a premium for the improved iron content (+30% iron) in a 1kg finger millet bag using a 2nd price Vickrey auction with six auction rounds and one health- and one process-related information treatment. Due to multiple bids per subject, premiums were analyzed using a linear mixed-effects model, controlling for market feedback and auction round.
Findings
Despite more than half of the respondents being skeptical toward new crop varieties, the acceptance rate was very high (98% with a WTP above zero). The average premium amounted to 27% and could be significantly increased with the provision of health-related information. In contrast, information about the breeding method was ineffective. The WTP was significantly higher for higher income and lower for higher age, education and skepticism toward new crop varieties and increased with increasing rounds.
Research limitations/implications
Our results suggest that non-farming consumers are willing to pay “a good market price” for iron-biofortified finger millet. Our analysis also confirms the importance of health-related information for raising consumers' WTP. This information supports the further development and introduction of biofortified crops to alleviate micronutrient malnutrition.
Originality/value
This study adds to the still limited literature on consumers' WTP for iron-biofortified crops in India, focusing on non-farming consumers to assess the price such crops can achieve on the market.
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Alberto Ceccacci, Luca Camanzi, Cosimo Rota, Riccardo Fiorentini and Giulio Malorgio
As sustainability concerns become increasingly influential in shaping wineries’ strategies at the production and processing stages, this study aims to investigate the anticipated…
Abstract
Purpose
As sustainability concerns become increasingly influential in shaping wineries’ strategies at the production and processing stages, this study aims to investigate the anticipated benefits, incentives and constraints associated with a territorial sustainability certification in the wine industry.
Design/methodology/approach
Focusing on wine producers from the Romagna Consortium (Italy), the research explores the influence of firm characteristics on sustainability attitudes and explores the Consortium potential role in facilitating the ecological transition. Data are collected through an online survey and analyzed by means of factor and cluster analysis.
Findings
Findings reveal the Consortium capacity to expand its scope, incorporating elements of sustainability, resilience and territorial development. In addition, it emerges that the perception of sustainability among local producers extends beyond environmental concerns, encompassing the economic and social domains.
Practical implications
Acting as a cluster constituent, the Consortium can stimulate collaborative behavior and promote knowledge dissemination contributing to a mature collaborative environment. A territorial sustainability certification is thus viewed as multifunctional tool, enhancing economic performance and collective reputation, while addressing the numerous environmental challenges faced by the sector.
Originality/value
The study’s originality lies in its direct engagement with a considerable number of producers in a geographic area boasting a mature wine industry but with limited research focusing on coordinated efforts for improved sustainability performance.
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Starting from Gino Arias’s dictum on the uselessness of international trade theory for fascism, this contribution aims to demonstrate two main points. First, the free trade…
Abstract
Starting from Gino Arias’s dictum on the uselessness of international trade theory for fascism, this contribution aims to demonstrate two main points. First, the free trade attitude displayed by fascism immediately before and after the “March on Rome” clashed with its nationalist origins. The nationalist movement had supported a strong protectionist policy starting from a rejection of the main principles of marginalist theory. This explains why some issues raised by Pareto and Barone which could have been used as arguments in favor of protectionism were neglected. In turn, this impasse played a major role in the rejection of Mihail Manoilescu’s theory in the thirties. The second point concerns the possibility of some – at least relatively – free theoretical debate on international trade theory and policy. When the regime set itself a clear objective, like the reduction of trade to begin with, and then autarky, the scope for free discussion narrowed to the point of eventually closing. In this context, refusing to support the regime’s choices in economic policy meant resigning oneself to becoming an outcast. A situation offering one more tessera in the complex mosaic of relations between science and politics in authoritarian regimes.
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This essay aims at retracing the intellectual and biographical events of the economist Gino Arias (1879–1940), examining more in detail the two seasons at the opposite ends of his…
Abstract
This essay aims at retracing the intellectual and biographical events of the economist Gino Arias (1879–1940), examining more in detail the two seasons at the opposite ends of his life: the early one that saw him considerably committed to the Zionist cause and the one that, thirty years later, would force him to confront the racial laws of the Fascist regime.
Despite the seeming tragic continuity of these two phases, Arias’s case is a real historiographical paradox since, over the long span between the opposite ends of his biography, not only did he distance himself from the Zionist movement, but he also gradually laid the foundations for his upcoming and immediate dedication to Fascism; indeed, within the Fascist regime he would stand out as an authoritative and influential theorist of corporatism, the institutional solution Mussolini tried to exploit to organize the national economic life.
After carefully examining Arias’s early contributions to the Zionist cause (that include the establishment of the Florentine Zionist Group and that led him toward strongly nationalistic stances), this essay sums up Arias’s intellectual biography during the next years and then, thanks to unprecedented documents from the Italian Ministry of Interior, closely looks into his fate after his conversion to Catholicism in 1932 and up against the racial laws of 1938, as well as into his attempts to escape persecution. A few final observations will then try to highlight the dramatic exemplarity of his case.