Purpose - Consumers' concerns about the environmental impacts of food production have been increasing over the last years, and several certification systems for environment-friendly food products have been created. This research investigates wine consumers' preferences for a certification that guarantees the use of agricultural practices that better protect the biodiversity in the vineyard during the production of grapes. Design/methodology/approach - Using a choice experiment, we investigate consumer preferences and willingness to pay for biodiversity-friendly wines on a sample of 334 wine consumers. The experiment was carried out by direct interviews at a wine-tasting event in an Italian winery located in the Franciacorta area, in northern Italy. A between-subject design and two different questionnaires were used, one presenting the Brut bottle and one the Sateen bottle. Findings - Estimates froma mixed logit model reveal that consumers are generallywilling to pay a higher price for biodiversity-friendly wines, but they have stronger preferences for organic certification and quality indications. When consumers perceive a specific product as having high quality, i.e. Sateen, they might be less willing to pay for further environment-friendly certifications. Moreover, preferences depend on sociodemographic and attitudinal variables such as gender, wine consumption frequency, wine education and knowledge degree of the labels. Originality/value - This paper broadens the knowledge about consumer preferences and willingness to pay for biodiversity-friendly wines, focusing on a specific market segment of Italian sparkling wines.

Drinking biodiversity: a choice experiment on Franciacorta sparkling wines / G. Ruggeri, C. Mazzocchi, S. Corsi. - In: BRITISH FOOD JOURNAL. - ISSN 0007-070X. - 122:8(2020 Jun 23), pp. 2531-2549. [10.1108/BFJ-06-2019-0451]

Drinking biodiversity: a choice experiment on Franciacorta sparkling wines

G. Ruggeri
Primo
;
C. Mazzocchi
Secondo
;
S. Corsi
Ultimo
2020

Abstract

Purpose - Consumers' concerns about the environmental impacts of food production have been increasing over the last years, and several certification systems for environment-friendly food products have been created. This research investigates wine consumers' preferences for a certification that guarantees the use of agricultural practices that better protect the biodiversity in the vineyard during the production of grapes. Design/methodology/approach - Using a choice experiment, we investigate consumer preferences and willingness to pay for biodiversity-friendly wines on a sample of 334 wine consumers. The experiment was carried out by direct interviews at a wine-tasting event in an Italian winery located in the Franciacorta area, in northern Italy. A between-subject design and two different questionnaires were used, one presenting the Brut bottle and one the Sateen bottle. Findings - Estimates froma mixed logit model reveal that consumers are generallywilling to pay a higher price for biodiversity-friendly wines, but they have stronger preferences for organic certification and quality indications. When consumers perceive a specific product as having high quality, i.e. Sateen, they might be less willing to pay for further environment-friendly certifications. Moreover, preferences depend on sociodemographic and attitudinal variables such as gender, wine consumption frequency, wine education and knowledge degree of the labels. Originality/value - This paper broadens the knowledge about consumer preferences and willingness to pay for biodiversity-friendly wines, focusing on a specific market segment of Italian sparkling wines.
Biodiversity; Wine; Choice experiments; Consumer choice; Sparkling wines;
Settore AGR/01 - Economia ed Estimo Rurale
23-giu-2020
11-mar-2020
Article (author)
File in questo prodotto:
File Dimensione Formato  
10-1108_BFJ-06-2019-0451 ruggeri mazzocchi corsi.pdf

accesso riservato

Tipologia: Publisher's version/PDF
Dimensione 1.36 MB
Formato Adobe PDF
1.36 MB Adobe PDF   Visualizza/Apri   Richiedi una copia
Pubblicazioni consigliate

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/2434/721278
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus 23
  • ???jsp.display-item.citation.isi??? 18
social impact