Work

Consumer's willingness to pay rises and likeness falls: the case for Labeling sake

Year: 2021

Type: article

Abstract: This study took the approach of having consumers taste sake blind and with common information that sake brewers provide to their customers. A paired t-test results indicated that the blindly tasted sake was perceived better in all aspects than when tasting the same sake with information. However, consumer’s were willing to pay a higher price for the sake with the information given about the sake. This research suggests that consumers feel more comfortable paying for sake with some information about it; however, sake brewers may be giving the consumer the wrong information to the consumer.

Source: Territoires du vin

DOI: 10.58335/territoiresduvin.2292

Authors: Ryan P. Smith, Forest Ma, Watson M. Baldwin

Institutions: Hong Kong Polytechnic University, University of South Carolina, Université de Bourgogne, San Francisco State University

Language: English

Topic: Wine Industry and Tourism

Subfield: Tourism, Leisure and Hospitality Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4387046253

FWCI:

Cites: 3

Cited by:

Related to: 10