Does Believing It is Natural Affect Consumer Wine Choices? Evidence from a Survey in Italy

Giulia Maesano, Claudia Bazzani (), Roberta Capitello and Diego Begalli
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Giulia Maesano: University of Verona
Claudia Bazzani: University of Verona
Roberta Capitello: University of Verona
Diego Begalli: University of Verona

A chapter in Innovation and Knowledge in Agri-food and Environmental Systems, 2024, pp 215-218 from Springer

Abstract: Abstract Wine consumers show increasing interest in natural wine. However, there is still a limited understanding of their preferences for natural wine. This study aims to explore the effect of beliefs on wine consumers’ preferences and willingness to pay for natural wine attributes. We conducted a survey in Italy on a convenience sample of red wine consumers. The questionnaire included a choice experiment focused on the natural attributes of red wine, along with questions that captured consumer attitudes, beliefs, and knowledge of natural wine. Our results revealed that consumers tend to mainly associate natural wine with production techniques, such as spontaneous fermentation and the avoidance of added sulphites. The study highlights that wine consumer preferences are influenced by whether a wine is perceived as natural or not.

Keywords: Natural wine; Wine consumer preferences; Marginal willingness to pay (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-65168-7_35

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DOI: 10.1007/978-3-031-65168-7_35

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