Health-Nutrients and Origin Awareness: Implications for Regional Wine Market-Segmentation Strategies Using a Latent Analysis
A healthy-nutrient wine has been recently developed by Apulian wineries (southern Italy), using autochthonous wine grapes cultivars, selected strains and specific processes of production. As such, this research elicits Italian wine consumers’ preferences towards this innovative Apulian wine with reg...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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MDPI AG
2022-03-01
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| Series: | Nutrients |
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| Online Access: | https://www.mdpi.com/2072-6643/14/7/1385 |
| _version_ | 1797438187021271040 |
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| author | Alessandro Petrontino Michel Frem Vincenzo Fucilli Giovanni Tricarico Francesco Bozzo |
| author_facet | Alessandro Petrontino Michel Frem Vincenzo Fucilli Giovanni Tricarico Francesco Bozzo |
| author_sort | Alessandro Petrontino |
| collection | DOAJ |
| description | A healthy-nutrient wine has been recently developed by Apulian wineries (southern Italy), using autochthonous wine grapes cultivars, selected strains and specific processes of production. As such, this research elicits Italian wine consumers’ preferences towards this innovative Apulian wine with regard to additional labelling information associated with health-nutrients and the origin of grapes on the bottle of wine. For this purpose, a social survey based on the choice experiment approach is considered. The results reveal a heterogeneity of preferences among respondents for which the origin of wine grapes cultivars is the most appreciated (an average Willingness-to-Pay of EUR 6.57), thereby inducing an increase in their function utility, while the health-nutrients attribute is relatively less appreciated (an average Willingness-to-Pay of EUR 3.95). Furthermore, four class consumers’ cluster profile have been identified in respect to their: <i>(i)</i> behavior and propensity to wine consumption and purchase, <i>(ii)</i> health-claims importance on the wine bottle label, <i>(iii)</i> socio-economic characteristics and <i>(iv)</i> health conditions. This paper has marketing and public implications and contributes to an understanding of how additional information on the label of a wine bottle may affect the market-segmentation, influence wine consumers’ utility, protect their health and increase their level of awareness to wine ingredients labelling. |
| first_indexed | 2024-03-09T11:34:02Z |
| format | Article |
| id | doaj.art-eeea3e62afb14f30ab008a891547fdef |
| institution | Directory Open Access Journal |
| issn | 2072-6643 |
| language | English |
| last_indexed | 2024-03-09T11:34:02Z |
| publishDate | 2022-03-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Nutrients |
| spelling | doaj.art-eeea3e62afb14f30ab008a891547fdef2023-11-30T23:47:27ZengMDPI AGNutrients2072-66432022-03-01147138510.3390/nu14071385Health-Nutrients and Origin Awareness: Implications for Regional Wine Market-Segmentation Strategies Using a Latent AnalysisAlessandro Petrontino0Michel Frem1Vincenzo Fucilli2Giovanni Tricarico3Francesco Bozzo4Department of Agro-Environmental and Territorial Sciences, University of Bari-Aldo Moro, Via Amendola 165/A, 70126 Bari, ItalyDepartment of Agro-Environmental and Territorial Sciences, University of Bari-Aldo Moro, Via Amendola 165/A, 70126 Bari, ItalyDepartment of Agro-Environmental and Territorial Sciences, University of Bari-Aldo Moro, Via Amendola 165/A, 70126 Bari, ItalyConfcooperative Puglia, Viale Einaudi, 15, 70125 Bari, ItalyDepartment of Agro-Environmental and Territorial Sciences, University of Bari-Aldo Moro, Via Amendola 165/A, 70126 Bari, ItalyA healthy-nutrient wine has been recently developed by Apulian wineries (southern Italy), using autochthonous wine grapes cultivars, selected strains and specific processes of production. As such, this research elicits Italian wine consumers’ preferences towards this innovative Apulian wine with regard to additional labelling information associated with health-nutrients and the origin of grapes on the bottle of wine. For this purpose, a social survey based on the choice experiment approach is considered. The results reveal a heterogeneity of preferences among respondents for which the origin of wine grapes cultivars is the most appreciated (an average Willingness-to-Pay of EUR 6.57), thereby inducing an increase in their function utility, while the health-nutrients attribute is relatively less appreciated (an average Willingness-to-Pay of EUR 3.95). Furthermore, four class consumers’ cluster profile have been identified in respect to their: <i>(i)</i> behavior and propensity to wine consumption and purchase, <i>(ii)</i> health-claims importance on the wine bottle label, <i>(iii)</i> socio-economic characteristics and <i>(iv)</i> health conditions. This paper has marketing and public implications and contributes to an understanding of how additional information on the label of a wine bottle may affect the market-segmentation, influence wine consumers’ utility, protect their health and increase their level of awareness to wine ingredients labelling.https://www.mdpi.com/2072-6643/14/7/1385choice experimentlatent class modellifestyleswine |
| spellingShingle | Alessandro Petrontino Michel Frem Vincenzo Fucilli Giovanni Tricarico Francesco Bozzo Health-Nutrients and Origin Awareness: Implications for Regional Wine Market-Segmentation Strategies Using a Latent Analysis Nutrients choice experiment latent class model lifestyles wine |
| title | Health-Nutrients and Origin Awareness: Implications for Regional Wine Market-Segmentation Strategies Using a Latent Analysis |
| title_full | Health-Nutrients and Origin Awareness: Implications for Regional Wine Market-Segmentation Strategies Using a Latent Analysis |
| title_fullStr | Health-Nutrients and Origin Awareness: Implications for Regional Wine Market-Segmentation Strategies Using a Latent Analysis |
| title_full_unstemmed | Health-Nutrients and Origin Awareness: Implications for Regional Wine Market-Segmentation Strategies Using a Latent Analysis |
| title_short | Health-Nutrients and Origin Awareness: Implications for Regional Wine Market-Segmentation Strategies Using a Latent Analysis |
| title_sort | health nutrients and origin awareness implications for regional wine market segmentation strategies using a latent analysis |
| topic | choice experiment latent class model lifestyles wine |
| url | https://www.mdpi.com/2072-6643/14/7/1385 |
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