Italian consumers'preferencesregardingdealcoholizedwinesaremeasuredintermsofalcoholiccontentandthedealcoholizationintensity information onthelabel.Theanalysisassumesdealcoholizedwineisanimperfectsubstitutefortraditionalwines.Dealcoholizationlevel,price, and otherwineattributesaresimultaneouslyevaluatedbydrawingonchoice-modelingtechniques.Theresultssuggestthatalcoholcontentof wine positivelyinfluences consumers'preferencesandthatdealcoholizationgeneratesaversion.Consumerstendtobuydealcoholizedwineonly for adiscountproportionaltothereductioninalcoholcontent.Thetargetgroupfordealcoholizedwineisyounger,infrequentconsumers,label readers, andpeoplewithalcoholdependencyproblems.Policyimplicationsconcernthefactthatdealcoholizedwineshouldnotbelabeledor marketed asawineandthatactionsaimedatincreasingconsumerconfidence towardthisnewproductshouldbeimplemented.
Italian consumers' preferences regarding dealcoholized wine, information and price
STASI, ANTONIO;BIMBO, FRANCESCO;VISCECCHIA, ROSARIA;SECCIA, ANTONIO
2014-01-01
Abstract
Italian consumers'preferencesregardingdealcoholizedwinesaremeasuredintermsofalcoholiccontentandthedealcoholizationintensity information onthelabel.Theanalysisassumesdealcoholizedwineisanimperfectsubstitutefortraditionalwines.Dealcoholizationlevel,price, and otherwineattributesaresimultaneouslyevaluatedbydrawingonchoice-modelingtechniques.Theresultssuggestthatalcoholcontentof wine positivelyinfluences consumers'preferencesandthatdealcoholizationgeneratesaversion.Consumerstendtobuydealcoholizedwineonly for adiscountproportionaltothereductioninalcoholcontent.Thetargetgroupfordealcoholizedwineisyounger,infrequentconsumers,label readers, andpeoplewithalcoholdependencyproblems.Policyimplicationsconcernthefactthatdealcoholizedwineshouldnotbelabeledor marketed asawineandthatactionsaimedatincreasingconsumerconfidence towardthisnewproductshouldbeimplemented.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
