Accessibility navigation

Young consumers’ preferences for water-saving wines: an experimental study

Pomarici, E., Asioli, D., Vecchio, R. and Næs, T. (2018) Young consumers’ preferences for water-saving wines: an experimental study. Wine Economics and Policy, 7 (1). pp. 65-76. ISSN 2212-9774

Text (Open Access) - Published Version
· Available under License Creative Commons Attribution Non-commercial No Derivatives.
· Please see our End User Agreement before downloading.


It is advisable to refer to the publisher's version if you intend to cite from this work. See Guidance on citing.

To link to this item DOI: 10.1016/j.wep.2018.02.002


Freshwater scarcity is becoming one of the most pressing issues of the global environmental sustainability, and agriculture is the main responsible of that scarcity. During the last decade, there has been an increasing consumers’ environmental concern about the impact of food production on water usage. This paper investigates young consumers’ preferences towards water saving wines and the determinants of willingness to pay (WTP) for these products. Data were collected through an experimental auction mechanism in Italy by assessing young consumers’ willingness to pay for three different wines (i.e. conventional-no water saving label, water saving front-of-pack labelled and water saving back-of-pack labelled). Young consumers’ (N=200) characteristics related to their personal values, pro-environmental attitudes, wine habits, labeling attitudes and socio-demographics were also collected. Results reveal that on average young consumers are willing to pay higher prices for water saving labeled wines. Additionally, wine consumption frequency, label trust and use as well as consumers’ environmental-friendly attitude have a positive effect on willingness to pay for these wines. The current study offers valuable insights to policy makers and wine producers for product differentiation and for more efficiently targeting campaigns towards young consumers, in order to increase sustainability-labeled wine consumption.

Item Type:Article
Divisions:Life Sciences > School of Agriculture, Policy and Development > Department of Agri-Food Economics & Marketing
ID Code:76162
Uncontrolled Keywords:wine, water saving label, young consumers, Italy, experimental auctions, willingness to pay, environmental attitude


Downloads per month over past year

University Staff: Request a correction | Centaur Editors: Update this record

Page navigation