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Consumer Willingness to Pay for Local Wines and Shopping Outlet Preferences

Connie Everett, Kimberly Jensen, David Hughes and Chris Boyer

Journal of Food Distribution Research, 2017, vol. 48, issue 3

Abstract: Tennessee recently changed its wine-marketing laws to allow wine sales in food-retailing facilities, and industry implications are still emerging. Using data from 500 wine consumers in Tennessee, this study measures willingness to pay for a Tennessee-labeled wine sold from the anticipated retail outlet. Results show consumers would pay a premium for a Tennessee red or white wine. Older females are more likely to anticipate purchasing Tennessee wine at grocery stores, convenience-oriented lower-income consumers at big box stores, and price-conscious consumers at warehouse clubs.

Keywords: Agricultural and Food Policy; Food Consumption/Nutrition/Food Safety; Food Security and Poverty (search for similar items in EconPapers)
Date: 2017
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