Picking out a wine: Consumer motivation behind different qualitywines choice

• Giuseppe Di Vita ^[3] ; Francesco Caracciolo ^[1] ; Filippo Brun ^[3] ; Mario D Amico ^[2]
  1. [1] University of Naples Federico II

     University of Naples Federico II

     Nápoles, Italia

     
  2. [2] University of Catania

     University of Catania

     Catania, Italia

     
  3. [3] University of Torino

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• Localización: Wine Economics and Policy, ISSN-e 2212-9774, Vol. 8, Nº. 1, 2019, págs. 16-27
• Idioma: inglés
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• Resumen

  • The quality scale of Italian wines is mainly organized in four categories: PDO, PGI, basic and bulk wine. Our analysis explicitly investigatesthe patterns and determinants of consumption for these four different types of wine by analyzing a representative sample of consumers from atraditional wine-producing country. This study provides forfirst time insights on quality perceptions of wines and verifies whether Italianconsumers perceive significant differences among the different categories of wines. The overall results, obtained through a system of equationestimates, show that consumer motivations and wine consumption determinants change according to each different range of wine quality andthereby support a hierarchical scale of quality wines, as a fact consumers’motivation progressively changes as the quality scales of the wineincrease or decrease. In addition, this study highlights forfirst time any differences in the consumption determinants between the PDO and thePGI wines in a national context and it suggests that the influence of the two different GI labels on the wine choice of consumers is truly different.Important insights were also provided for bulk wine whose consumption seems to be closely related to wine tourism and the desire to buy locallyproduced wines