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Article
Publication date: 9 March 2020

Giuseppe Marotta and Concetta Nazzaro

The aim of the study is to analyse the value creation processes in multifunctional wineries. Specifically, the paper poses the following research questions: can the…

Abstract

Purpose

The aim of the study is to analyse the value creation processes in multifunctional wineries. Specifically, the paper poses the following research questions: can the creation of public goods (i.e. multifunctionality) open up new paths of value creation for wineries? And if so, can multifunctionality be only compensated through policy instruments? Or, is there a form of market compensation?

Design/methodology/approach

An empirical analysis was carried out on selected wineries that sell directly. The study implemented the “value portfolio” model that identifies specific variables, both internal and external to the farm, which contribute to the value creation. The methodology adopted is a structural equation modeling (SEM) approach that offers a theoretical basis for developing an understanding of the relationships between group of variables.

Findings

The empirical analysis confirms the assumptions developed. Indeed, the localized public goods generated by multifunctional farms can benefit from compensation on the market through the direct sale of products and services.

Originality/value

The study’s findings are quite innovative in the field of agricultural economics and open the way for interesting policy implications.

Details

British Food Journal, vol. 122 no. 5
Type: Research Article
ISSN: 0007-070X

Keywords

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Article
Publication date: 23 September 2019

Marco Lerro, Riccardo Vecchio, Concetta Nazzaro and Eugenio Pomarici

The purpose of this paper is to investigate sparkling wine consumption behavior and preferences of a large sample of US consumers (n=1,096) exploring the differences among…

Abstract

Purpose

The purpose of this paper is to investigate sparkling wine consumption behavior and preferences of a large sample of US consumers (n=1,096) exploring the differences among genders and generational cohorts.

Design/methodology/approach

The sample has been drawn from Wine opinions, a specialized market research company with a large online panel of US wine consumers. Data were collected through a survey mailing model, administering a structured questionnaire.

Findings

Findings reveal that consumption frequency between genders is not statistically different and women generally prefer sparkling wines priced below $15. Baby Boomers is the generation with the lowest sparkling wine consumption frequency. Furthermore, Generation X and Baby Boomers have the highest consumption frequency in the price range $15–$19.99, while Millennials in the $10–$14.99 one.

Originality/value

The study sheds light on the changing consumer attitudes to create competitive advantages for wineries. Specifically, it provides valuable marketing insights into the peculiarities of sparkling wine consumption for each generation (e.g. price-point preferences and type of wine).

Details

British Food Journal, vol. 122 no. 8
Type: Research Article
ISSN: 0007-070X

Keywords

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Article
Publication date: 13 March 2019

Concetta Nazzaro, Marco Lerro, Marcello Stanco and Giuseppe Marotta

The purpose of this paper is to investigate consumer’s acceptance toward product innovation in the agri-food sector, uncovering consumers’ characteristics able to…

Abstract

Purpose

The purpose of this paper is to investigate consumer’s acceptance toward product innovation in the agri-food sector, uncovering consumers’ characteristics able to encourage food innovation acceptance.

Design/methodology/approach

The analysis was carried out by administering a web-based structured questionnaire to a convenient sample of 443 Italian consumers. The study relies on consumers’ willingness to pay (WTP) to assess consumers’ acceptance toward the innovative product, while the Food-Related Lifestyle scale was applied to perform a cluster analysis aiming at detecting the attitude of consumers toward innovations in a traditional food.

Findings

The study findings showed a clear openness of consumers toward product innovation. Indeed, consumers’ WTP for the innovative product was far higher than the traditional one. Further, two out of three consumers’ groups detected (i.e. pro-innovation and rational adopters) exhibit a broad correlation between the innovative product attributes and consumers’ psychographics characteristics, revealing the existence of a large number of potential consumers.

Originality/value

The contribution of the paper to the current literature is twofold. First, it focused on an emerging topic for the agri-food sector (i.e. product innovation) whereby research works are still scarce. Second, product innovation was addressed toward a traditional food that is mostly reluctant to innovation due to consumers’ resistance and skepticism.

Details

British Food Journal, vol. 121 no. 6
Type: Research Article
ISSN: 0007-070X

Keywords

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