The effect of moderating variables on consumer preferences for sustainable wines |
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| Affiliation: | 1. Department of Law, Economics, Management and Quantitative Methods, University of Sannio, 82100 Benevento, Italy;2. Institute for Food and Resource Economics, University of Bonn, Nußallee 21, 53115 Bonn, Germany;3. Institute for Food and Resource Economics, University of Bonn, Nußallee 21, 53115 Bonn, Germany;4. Department of Agricultural Sciences, University of Naples Federico II, Via Università 100, Portici (Naples), Italy;5. Institute for Food and Resource Economics, University of Bonn, Nußallee 21, 53115 Bonn, Germany;6. Department of Agricultural Sciences, University of Naples Federico II, Via Università 100, Portici (Naples), Italy;1. Department of Agricultural and Food Market Research, Institute for Food and Resource Economics, University of Bonn, Nussallee 21, 53115 Bonn, Germany;2. ETH Zürich, Agricultural Economics and Policy Group, Sonneggstrasse 33, 8092 Zürich, Switzerland;1. Ehrenberg-Bass Institute for Marketing Science – UniSA Business, 70 North Terrace, 5000 Adelaide SA, Australia;2. Department of Applied Economics III (Econometrics and Statistics), University of the Basque Country (UPV/EHU), Avda. Lehendakari Aguirre, 83, E48015 Bilbao, Spain;1. Ehrenberg-Bass Institute—University of South Australia 70 North Terrace, 5000 Adelaide SA, Australia;2. KEDGE Business School 680 Cours de la Libération, 33405 Talence, France;1. Department of Economics and Statistics, University of Udine, Via Tomadini n. 30/a, 33100 Udine, Italy;2. Department of Agricultural, Food, Environmental and Animal Sciences, University of Udine, Via Delle Scienze n. 206, 33100 Udine, Italy;3. Department of Agricultural, Food, Environmental and Animal Sciences, University of Udine, Via Sondrio, n. 2/A, 33100 Udine, Italy |
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| Abstract: | Previous studies have shown that credence attributes play an important and often undervalued role in consumers’ product evaluation and purchasing behavior. By contrast, the factors moderating these effects have received less attention by scholars. The current study uncovers the moderating effects of consumers’ psychographic characteristics (i.e.: subjective knowledge, wine involvement, and sustainability concern) on their preferences for wine with different credence attributes related to sustainability. A non-hypothetical economic experiment, consisting of three rounds (blindtaste, info, infotaste), was performed in Italy and Germany to assess consumers’ preferences in terms of willingness to pay for conventional wine and wine differentiated by wine sustainable certifications (i.e.: Organic, VIVA sustainable wine, Vignaioli Indipendenti, Carbon footprint). Wine sustainable certifications positively affect consumers’ preferences, and these effects are mainly moderated by individuals’ wine involvement and sustainability concern. This holds if respondents have information about the wine but do not taste it. After tasting the wine consumers’ preferences are moderated only by respondents’ sustainability concern. |
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| Keywords: | Multiple price list Wine involvement Subjective knowledge Sustainability concern |
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