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.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11369/322433
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