Health warnings on wine labels: a discrete choice analysis of Italian andFrench Generation Y consumers

• Azzurra Annunziata ^[1] ; Lara Agnoli ^[3] ; Riccardo Vecchio ^[2] ; Steve Charters ^[3] ; Angela Mariani ^[1]
  1. [1] Università degli Studi di Napoli Parthenope

     Università degli Studi di Napoli Parthenope

     Nápoles, Italia

     
  2. [2] University of Naples Federico II

     University of Naples Federico II

     Nápoles, Italia

     
  3. [3] Universite Bourgogne Franche-Comt

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• Localización: Wine Economics and Policy, ISSN-e 2212-9774, Vol. 8, Nº. 1, 2019, págs. 81-90
• Idioma: inglés
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• Resumen

  • This paper aims to analyse Generation Y consumers'preferences for, interest in and attitudes towards different formats of health warnings onwine labels in two countries with different legal approaches: France and Italy. A Discrete Choice Experiment was realized on a sample of 500wine consumers. Three warning options were applied: the long-term effect of drinking (brain damage); a short-term effect (car crash) and nowarning option. Four attributes composed the choice set: alcohol content; framing of warning statement; warning size and position. Findingsreveal that both the general degree of attention to the label and the level of visibility of the warnings are low, as are their effectiveness inchanging consumption. Generation Y tend to prefer the "no logo option", short-term effects warnings and a small logo posted on the back labelwith neutrally framed messages. Results also show some significant differences among preferences in France and Italy, providing inputs to theongoing debate in the EU on mandatory labelling. Although findings are subject to limitations related to the use of self-reported questionnaireand prone to social-desirability bias, practical implications are clear for private companies interested in implementing marketing strategiesfocused on enhancing the efficacy and readability of labels.