Everett, Connie; Jensen, Kimberly; Boyer, Christopher; … - In: International Journal of Wine Business Research 30 (2018) 1, pp. 58-73
Purpose: This paper aims to identify factors influencing the likelihood of consumers trying muscadine wines and among those who have tried them, willingness to pay (WTP) for an in-state produced muscadine wine. Design/methodology/approach: The study uses a 2015 survey of wine consumers residing...