Measuring consumer willingness to pay for reduced sulfur dioxide content in wine: a conjoint analysis

As sulfites are often perceived by consumers as causing headaches and migraines, differentiated wines based on their sulfite content may be a profitable marketing avenue. Using stated choice methods, a sample of 223 wine consumers participated in a conjoint experiment where 36 hypothetical wine labels were ranked. Collected data included socio-demographic information, subjective experiences with headaches, and purchasing behavior. The results indicate that quality and price are the primary factors influencing wine choice, while "no sulfites added" labeling does not directly determine the purchasing decision. However, we find strong evidence that, at parity with price and quality, the average consumer is willing to pay $0.64 for no sulfites added in wine. Additionally, a substantial segment (34.08%) of the consumer population is willing to pay a greater premium of $1.23 for no sulfites added, indicating a potential niche market to which marketing promotions could be targeted.

Name thesis:degree_name

Master of Science (M.S.)

Level thesis:degree_level

Masters

Discipline thesis:degree_discipline

Agricultural and Resource Economics

Grantor dc:publisher

Colorado State University. Libraries

Year dc:date.issued

2012

Authors dc:creator

• Appleby, Christopher, author
• Costanigro, Marco, advisor
• Thilmany, Dawn, committee member
• Menke, Stephen, committee member

• conjoint
• wine
• willingness to pay
• sulfite

Statement dc:rights

• Copyright and other restrictions may apply. User is responsible for compliance with all applicable laws. For information about copyright law, please see https://libguides.colostate.edu/copyright.

Language dc:language.iso

eng, English

Identifier URI

https://doi.org/10.25675/3.018533

Identifier

ETDF2012500142AGRE

OAI identifier oai:identifier

oai:mountainscholar.org:10217/67992