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 …

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 …

-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 …