Premium price for natural preservatives in wine: a discrete choice experiment

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216208%3A11690%2F21%3A10442610" target="_blank" >RIV/00216208:11690/21:10442610 - isvavai.cz</a>

Výsledek na webu

<a href="https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=rZ63MLiGLa" target="_blank" >https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=rZ63MLiGLa</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.36253/wep-9508" target="_blank" >10.36253/wep-9508</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Premium price for natural preservatives in wine: a discrete choice experiment

Popis výsledku v původním jazyce

The South African wine industry has recently launched the world&apos;s first &apos;no sulphite added&apos; wine made from indigenous Rooibos &amp; Honeybush toasted wood chips. This wood chip contains antioxidant properties known to protect wine from oxidation. On the other hand, SO2 as a preservative, is often perceived by wine consumers as causing headaches and migraines. Differentiated wines based on their SO2 content may be a profitable marketing avenue for the struggling industry. We interviewed more than 600 wine consumers to investigate their perceptions of wine preservatives and preference for several wine attributes. Specifically, we use discrete choice experiments to elicit willingness to pay for the innovative alternative based on Rooibos &amp; Honeybush wood chips. In addition to wine preservatives, we also examine consumers&apos; preferences for organic wine attributes and wine quality measured by a 100-point quality score and cost. Based on the results from the mixed logit model, we find that consumers are willing to pay an additional EUR3.53 (R56.48) per bottle of wine with natural Rooibos &amp; Honeybush wood chips, while they are ready to pay EUR1.22 (R19.52) more for organic wine and EUR0.10 (R1.60) for each point on the quality score. Consumer preferences are not statistically different between red and white wine but differ considerably across consumers. In particular, those who believe SO2 in wine causes headaches are willing to pay at least three times more for replacing sulphur-based preservatives with a natural one. Marketing implications are offered for the wine industry.

Název v anglickém jazyce

Premium price for natural preservatives in wine: a discrete choice experiment

Popis výsledku anglicky

The South African wine industry has recently launched the world&apos;s first &apos;no sulphite added&apos; wine made from indigenous Rooibos &amp; Honeybush toasted wood chips. This wood chip contains antioxidant properties known to protect wine from oxidation. On the other hand, SO2 as a preservative, is often perceived by wine consumers as causing headaches and migraines. Differentiated wines based on their SO2 content may be a profitable marketing avenue for the struggling industry. We interviewed more than 600 wine consumers to investigate their perceptions of wine preservatives and preference for several wine attributes. Specifically, we use discrete choice experiments to elicit willingness to pay for the innovative alternative based on Rooibos &amp; Honeybush wood chips. In addition to wine preservatives, we also examine consumers&apos; preferences for organic wine attributes and wine quality measured by a 100-point quality score and cost. Based on the results from the mixed logit model, we find that consumers are willing to pay an additional EUR3.53 (R56.48) per bottle of wine with natural Rooibos &amp; Honeybush wood chips, while they are ready to pay EUR1.22 (R19.52) more for organic wine and EUR0.10 (R1.60) for each point on the quality score. Consumer preferences are not statistically different between red and white wine but differ considerably across consumers. In particular, those who believe SO2 in wine causes headaches are willing to pay at least three times more for replacing sulphur-based preservatives with a natural one. Marketing implications are offered for the wine industry.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

50201 - Economic Theory

Projekt

<a href="/cs/project/GX19-26812X" target="_blank" >GX19-26812X: Excelence v ekonomickém výzkumu energetické efektivity a modelování dopadů - FE3M</a><br>

Návaznosti

P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)

Rok uplatnění

2021

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Wine Economics and Policy

ISSN

2213-3968

e-ISSN

—

Svazek periodika

10

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

IT - Italská republika

Počet stran výsledku

18

Strana od-do

101-118

Kód UT WoS článku

—

EID výsledku v databázi Scopus

2-s2.0-85119914234