Exploring consumers’ perception and willingness to pay for “Non-Added Sulphite” wines through experimental auctions: A case study in Italy and Spain
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Date
2017
Authors
Amato, M.Ballco, Petjon
Lopéz Galán, B.
Magistris, Tiziana de
Verneau, F.
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articleArticle
Abstract
Although scientific literature is still uncertain towards the real causes that can link headache episodes with moderate wine consumption, a growing proportion of consumers seems to address sulphites as possible culprits. Hence, the objective of this study is to assess consumers` willingness to pay for wine bearing a sulphites-free label in two traditional wine producing countries, Italy and Spain. The methodological framework is based on the specification of the Becker-DeGroot-Marschak (BDM) type of auction applied to consumers purchasing wine in the supermarket stores of both countries. A left censored Tobit model is used to analyse the bidding behaviour for conventional and “Non-Added Sulphite” (NAS) wine. Results in both countries show that consumers who link the headaches with the consumption of sulphite are willing to exchange the habitually consumed bottle of wine with a NAS wine and pay extra premium prices.
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Bibliographic citation
Amato, M., Ballco, P., López-Galán, B., De Magistris, T., & Verneau, F. (2017). Exploring consumers’ perception and willingness to pay for “Non-Added Sulphite” wines through experimental auctions: A case study in Italy and Spain. Wine Economics and Policy, 6(2), 146-154. https://doi.org/10.1016/j.wep.2017.10.002
AGROVOC subjects
VinosSulfitos
Ecoetiquetado
Actitud del consumidor
Disposición a pagar
Other field subjects
Consumer BehaviorExperimental auctions
Non-added sulphite wines
Sponsorship
Esta investigación se ha llevado a cabo gracias al apoyo financiero de la Organización Internacional de la Viña y el Vino (OIV).