IDEAS home Printed from https://ideas.repec.org/p/ags/aesc19/289662.html
   My bibliography  Save this paper

Relationship between wine-evoked emotions and consumers’ preferences and willingness to Pay

Author

Listed:
  • Rahmani, Djamel
  • Loureiro, Maria
  • Escobar, Cristina
  • Gil, Jose Maria

Abstract

A labelled discrete choice experiment (DCE) combined with a blinded wine tasting was conducted among 180 Catalans red wine drinkers to assess their preferences and willingness to pay (WTP) for three different wines: conventional, organic, and selected vintage organic wines in the context of habitual purchase. The DCE was carried out before and after wine tasting and a comparison between pre and post responses was undertaken to measure the effect of wine taste on wine repurchase. Facial expression analysis was conducted to test whether different wine typologies evoke different emotions and if these emotions influence consumers’ wine choices and WTP. Moreover, we tested for hypothetical bias in the DCE subjecting half of the sample to a hypothetical DCE and the other half to a nonhypothetical DCE. Results show that consumers’ preferences for the three wine typologies in both hypothetical and nonhypothetical DCE were not statistically different. However, consumers’ preferences were significantly influenced by wine taste, evoked emotions and actual liking. Our findings showed that there was a positive and significant association between wine evoked emotions (positive experience) and wine choices, especially in the case of organic and selected vintage organic wine. However, wine evoked emotions did not affect significantly consumers’ WTP for each of the three wine typologies. Our findings also showed that organic or selected vintage organic wines were preferred by women and participants with high environmental involvement. Our findings improved our understanding of wine choices, contributed to the application of DCEs for eliciting preferences and provided useful information to winemakers.

Suggested Citation

  • Rahmani, Djamel & Loureiro, Maria & Escobar, Cristina & Gil, Jose Maria, 2019. "Relationship between wine-evoked emotions and consumers’ preferences and willingness to Pay," 93rd Annual Conference, April 15-17, 2019, Warwick University, Coventry, UK 289662, Agricultural Economics Society - AES.
  • Handle: RePEc:ags:aesc19:289662
    DOI: 10.22004/ag.econ.289662
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/289662/files/Jose%20M_Gil_Do%20wine%20evoked%20emotions%20affect%20consumers%C3%A2%E2%82%AC%E2%84%A2%20wine%20purchase%20intentions%20and%20willingness%20to%20pay.pdf
    Download Restriction: no

    File URL: https://libkey.io/10.22004/ag.econ.289662?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    Consumer/Household Economics; Crop Production/Industries;

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:aesc19:289662. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: . General contact details of provider: https://edirc.repec.org/data/aesukea.html .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: AgEcon Search (email available below). General contact details of provider: https://edirc.repec.org/data/aesukea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.