Drinking biodiversity: a choice experiment on Franciacorta sparkling wines. Issue 8 (11th March 2020)

• Record Type: Journal Article
• Authors: Ruggeri, Giordano; Mazzocchi, Chiara; Corsi, Stefano
• Is Part Of: British food journal. Volume 122:Issue 8(2020)
• Page Start: 2531
• Page End: 2549
• Publication Date: 2020-03-11
• Subjects: Biodiversity -- Wine -- Choice experiments -- Consumer choice -- Sparkling wines; Food industry and trade -- Periodicals; Food -- Marketing -- Periodicals; Food adulteration and inspection -- Periodicals; Food -- Periodicals; 381.456413
• DOI: 10.1108/BFJ-06-2019-0451
• Languages: English
• ISSNs: 0007-070X

Abstract

Abstract : Purpose: Consumers' concerns about the environmental impacts of food production have been increasing over the last years, and several certification systems for environment-friendly food products have been created. This research investigates wine consumers' preferences for a certification that guarantees the use of agricultural practices that better protect the biodiversity in the vineyard during the production of grapes. Design/methodology/approach: Using a choice experiment, we investigate consumer preferences and willingness to pay for biodiversity-friendly wines on a sample of 334 wine consumers. The experiment was carried out by direct interviews at a wine-tasting event in an Italian winery located in the Franciacorta area, in northern Italy. A between-subject design and two different questionnaires were used, one presenting the Brut bottle and one the Satén bottle. Findings: Estimates from a mixed logit model reveal that consumers are generally willing to pay a higher price for biodiversity-friendly wines, but they have stronger preferences for organic certification and quality indications. When consumers perceive a specific product as having high quality, i.e. Satèn, they might be less willing to pay for further environment-friendly certifications. Moreover, preferences depend on sociodemographic and attitudinal variables such as gender, wine consumption frequency, wine education and knowledge degree of the labels. Originality/value: This paper broadens the knowledge about consumer preferences and willingness to pay for biodiversity-friendly wines, focusing on a specific market segment of Italian sparkling wines.