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Consumers’ Preferences for Wine Attributes: A Best-Worst Scaling Analysis

Author

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  • Marcello Stanco

    (Department of Law, Economics, Management and Quantitative Methods, University of Sannio, 82100 Benevento, Italy)

  • Marco Lerro

    (Department of Law, Economics, Management and Quantitative Methods, University of Sannio, 82100 Benevento, Italy)

  • Giuseppe Marotta

    (Department of Law, Economics, Management and Quantitative Methods, University of Sannio, 82100 Benevento, Italy)

Abstract

The current paper aims to explore consumers’ preferences for wine attributes related to tradition, sustainability, and innovation. A total of 419 regular wine consumers participated in an online survey that took place in Italy. Consumers’ preferences were assessed through a Best-Worst experiment with 11 wine attributes drawn from the literature. The result shows that the wine attributes, more important for consumers, are mainly related to tradition and sustainability. More specifically, the most important attributes for consumers when purchasing wine are “geographical indications”, “grape variety”, “sustainable certification”, “vintage”, and “price”. By contrast, the innovative wine attributes investigated were ranked among the least important ones, namely “canned wine”, “alcohol-free wine”, and “vegan wine”. The study findings offer several implications for wineries and marketers involved in the wine sector. They specifically provide suggestions on the wine attribute wineries should focus on to meet the current consumers’ preferences.

Suggested Citation

  • Marcello Stanco & Marco Lerro & Giuseppe Marotta, 2020. "Consumers’ Preferences for Wine Attributes: A Best-Worst Scaling Analysis," Sustainability, MDPI, vol. 12(7), pages 1-11, April.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:7:p:2819-:d:340435
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    References listed on IDEAS

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    1. Henseleit, Meike & Kubitzki, Sabine & Teuber, Ramona, 2007. "Determinants of Consumer Preferences for Regional Food," 105th Seminar, March 8-10, 2007, Bologna, Italy 7871, European Association of Agricultural Economists.
    2. Costanigro, Marco & Scozzafava, Gabriele & Casini, Leonardo, 2019. "Vertical differentiation via multi-tier geographical indications and the consumer perception of quality: The case of Chianti wines," Food Policy, Elsevier, vol. 83(C), pages 246-259.
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    4. Concetta Nazzaro & Marco Lerro & Giuseppe Marotta, 2018. "Assessing parental traits affecting children’s food habits: an analysis of the determinants of responsible consumption," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 6(1), pages 1-14, December.
    5. Marco Lerro & Maria Raimondo & Marcello Stanco & Concetta Nazzaro & Giuseppe Marotta, 2019. "Cause Related Marketing among Millennial Consumers: The Role of Trust and Loyalty in the Food Industry," Sustainability, MDPI, vol. 11(2), pages 1-16, January.
    6. Concetta Nazzaro & Marcello Stanco & Giuseppe Marotta, 2020. "The Life Cycle of Corporate Social Responsibility in Agri-Food: Value Creation Models," Sustainability, MDPI, vol. 12(4), pages 1-18, February.
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    Cited by:

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    2. Azucena Gracia & Miguel I. Gómez, 2020. "Food Sustainability and Waste Reduction in Spain: Consumer Preferences for Local, Suboptimal, And/Or Unwashed Fresh Food Products," Sustainability, MDPI, vol. 12(10), pages 1-15, May.
    3. Kimaro, Nice & Timothy, Shauri & Mgale, Yohana James, 2024. "Exploring Consumer Preferences for Locally Produced Wine in the Tanzanian Market: Evidence from Wine Consumers in Dodoma City," Research on World Agricultural Economy, Nan Yang Academy of Sciences Pte Ltd (NASS), vol. 5(1), February.
    4. Ivan Balenović & Svetlana Ignjatijević & Goran Stojanović & Jelena Vapa Tankosić & Nemanja Lekić & Olivera Milutinović & Aleksandar Gajić & Miloš Ivaniš & Jelena Bošković & Radivoj Prodanović & Nikola, 2021. "Factors Influencing Wine Purchasing by Generation Y and Older Cohorts on the Serbian Wine Market," Agriculture, MDPI, vol. 11(11), pages 1-22, October.

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