Work

Is precision viticulture worth the effort? An evaluation using the Price Sensitivity Meter and experimental auctions

Year: 2025

Type: article

Abstract: This study examines consumers’ willingness to pay (WTP) for “precision viticulture” in the production of the Italian wine “Falanghina del Sannio” using van Westendorp’s Price Sensitivity Meter (PSM) and Becker-deGroot-Marschak (BDM) experimental auctions. Results show that the “precision viticulture” attribute contributes approximately 22.25% to the total value of a sustainable bottle, with revenues maximised at the price of 2 Euros. A 1% price increase reduces demand by 3.31%. Higher baseline wine values and female consumers show higher WTP. These insights can guide policymakers and wine producers in pricing and marketing sustainable wine, especially to environmentally-conscious and high-value consumers, particularly women.

Source: International journal on food system dynamics

DOI: 10.18461/ijfsd.v16i1o7

Authors: Massimiliano Calvia, Sergio Rivaroli, Anna Uliano, Marcello Stanco, Maurizio Canavari

Institutions: Free University of Bozen-Bolzano, University of Bologna, University of Sannio

Language: English

Topic: Wine Industry and Tourism

Subfield: Tourism, Leisure and Hospitality Management

Field: Business, Management and Accounting

Domain: Social Sciences

SDGs: Responsible consumption and production, Zero hunger

Open Access status: diamond

OpenAlex ID: W4411575398

FWCI:

Cites: 48

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Related to: 10