This paper analyzes whether the perception of traditional wine brings value to millennials. Based on survey data and … experimental auctions (165 participants), this study identifies the main factors affecting this consumer groups’ willingness to pay … for traditional wine through a Tobit model methodology. The results suggest that millennials are willing to pay a higher …

-DeGroot-Marschak (BDM) type of auction applied to consumers purchasing wine in the supermarket stores of both countries. A left censored … wine consumption, a growing proportion of consumers seems to address sulphites as possible culprits. Hence, the objective … of this study is to assess consumers' willingness to pay for wine bearing a sulphites-free label in two traditional wine …

experimental auction mechanism in Italy by assessing young consumers' willingness to pay for three different wines (i …' (N = 200) characteristics related to their personal values, pro-environmental attitudes, wine habits, labeling attitudes … prices for water saving labeled wines. Additionally, wine consumption frequency, label trust and use as well as consumers …

The current paper explored young adult wine drinkers' willingness to pay (WTP) for three sustainable wines through … Vickrey fifth-price full bidding auctions. In order to investigate factors affecting WTP the study compared the bid functions … reveal that female and older respondents tend to bid higher for sustainable wines. Moreover, knowledge of specific claims …

influence consumers' evaluation of wine. To this end, we conducted an economic experiment in Italy in the territory of Mt Etna …In the wine sector, experiential marketing is becoming increasingly important since the success of a wine hinges on … scientific literature concerns the extent to which emotions aroused by the environment where wine is consumed are able to …