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This paper aims to identify factors influencing the likelihood of consumers trying muscadine wines and among those who have tried them, willingness to pay (WTP) for an in-state produced muscadine wine.

The study uses a 2015 survey of wine consumers residing in Tennessee (TN). The survey presented respondents with a referendum choice experiment between a ‘base’ wine (represented by a North Carolina (NC) muscadine wine) and a TN muscadine wine. The study uses probit regressions to estimate factors influencing the probability of trying muscadine, and those influencing TN muscadine wine choice. Estimates of WTP for TN muscadine wine are derived from the model coefficients.

Older age, living in non-metro households being a weekly wine consumer, preferring red wines, and having visited a winery in the past year positively influence trying muscadines. Older age, liking muscadines and lower product price positively influence TN muscadine choice. Greater importance of wines being local and premiums paid for local foods have positive influences on trying muscadines and WTP for TN muscadine wine. A premium WTP for a TN muscadine over a NC muscadine exists among TN consumers. Among the most influential reasons why consumers chose the TN muscadine were beliefs that purchasing local wines helps local wine grape growers and local economies.

This study provides the muscadine wine industry with estimates of WTP for locally produced muscadines and demonstrates that attitudes toward local wines and premium paid for local foods positively influence trying muscadine wine and WTP for locally produced muscadine.

Wine consumption among women in India is gradually increasing on the back of several factors such as increased urbanization, higher disposable income, rising affluence of the people, exposure to new cultures and a gradually changing perception about wine being a healthy beverage. Eventually, this offers tremendous opportunities for wine marketers to design appropriate strategies to target Indian women consumers. However, along with this growth, there is growing need to identify the attributes that the women desire in the wines of their choice. Toward this, the current study aims to identify the wine attributes that influence the purchasing behavior of Indian women consumers.

In-depth interviews of 27 women wine consumers, aged between 25 to 46 years, were conducted to identify the topmost essential wine attributes. Later, a conjoint analysis using 1000minds, an Internet-based software implementing Potentially All Pairwise RanKings of all Possible Alternatives (PAPRIKA), was used to collect data from the participants. The total number of responses received was 271.

The type of wine, taste, price, familiarity and country of origin emerged as the five most crucial wine attributes in wine choice after the in-depth interview. Conjoint analysis results revealed that sweet red wine priced between Rs 600 to Rs 1,200 is the most preferred wine by Indian women consumers.

The study provides valuable and actionable insights for both domestic and international wine marketers and manufacturers in the identification of wine attributes that predominantly influence women consumers’ choice of wine in India.

The study contributes to wine consumers' literature by identifying wine attributes favored by women consumers in India. Our findings will be of great use to wine marketers who can leverage the insights to design appropriate marketing and advertising strategies, develop new products and make more informed branding and pricing decisions.

Fungus-resistant grape varieties (FRGVs) are the key to more environment-friendly wine growing. This paper aims to examine whether German consumers are willing to buy environment-friendly wines. The study focuses on reducing the amount of fungicides applied and the improvement of the carbon footprint, which are both related to the FRGVs . Furthermore, a cluster analysis leads to more insights into the consumer groups that are open to environment-friendly wine.

A choice experiment was conducted among 1,500 German wine drinkers with the following attributes: “reduction of pesticides”, “reduction of carbon emissions”,“familiarity with the grape variety”,“organic certification”, the slogan “better for the environment” and“price”. The individual-level, part-worth utilities were estimated using the Hierarchical Bayes method. The Ward’s method was used to cluster the individual-level, part-worth utilities. The participants’ wine involvement and environmentalism are used to further analyse the sample.

The most important attribute is “price”, followed by the “familiarity with the grape variety” and the “reduction of pesticides” and of “carbon emissions”. The least important attribute is “better for the environment”. The cluster analysis results in three clusters: the green-minded, the traditionalists and the price-minded.

The insights about the consumer acceptance of environment-friendly wines can be used to market these wines more effectively to consumers.

This is the first study that combines a choice experiment with attributes that are derived from the benefits of fungus-resistant grape varieties.

This chapter reports estimates of consumers’ preferences for plans to improve food safety.

The plans are distinguished based on whether they address the ex ante risk of food borne illness or the ex post effects of the illness. They are also distinguished based on whether they focus on a public good – reducing risk of illness for all consumers or allowing individual households to reduce their private risks of contracting a food borne pathogen.

Based on a National Survey conducted in 2007 using the Knowledge Network internet panel, our findings indicate consumers favor ex ante risk reductions and are willing to pay approximately $250 annually to reduce the risk of food borne illness. Moreover, they prefer private to public approaches and would not support efforts to reduce the severity of cases of illness over risk reductions.

This study is the first research that allows a comparison of survey respondents’ choices between public and private mechanisms for ex ante risk reductions.