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Consumer likeability and willingness to pay (WTP) for two Italian sparkling wines, (Conegliano Valdobbiadene Prosecco DOCG and Prosecco DOC) are evaluated through a non-hypothetical Becker-DeGroot-Marschak (BDM) auction during a wine-tasting experiment. The purpose of this paper is to estimate individual WTP and relate it to likeability for both wines, with and without supplying additional information on their features.

Data were collected in May–June 2019 from a sample of 99 consumers in Northern Italy. A non-hypothetical BDM auction in a wine-tasting experiment was implemented.

The results show that the additional information plays a significant role in widening the WTP gap between the two geographical indications (GIs), while the blind tasting narrows this gap. The “superiority” of the Conegliano Valdobbiadene Prosecco DOCG is confirmed but relies more on its better reputation than its better taste.

The authors are aware of two main limitations in the study. The first is the territorial composition of the consumer sample. The second is the selection of the Prosecco bottles used in the experiment. The results are considered pioneering and need to be verified by additional experiments with different consumer and bottle samples.

Promotional suggestions for the Tutelary Consortia of the two GIs stem from the results. The Prosecco DOC should primarily stress its likeability, while the Conegliano Valdobbiadene Prosecco DOCG should primarily emphasise the reasons for its “superiority”.

To the best of the authors' knowledge, no previous study has related likeability and WTP for similar GI wines produced in contiguous areas. Moreover, the current research has applied a non-hypothetical BDM auction in a wine-tasting experiment.

Several approaches have been proposed to evaluate treatment effect, relying on matching methods propensity score, quantile regression, influence function, bootstrap and various combinations of the above. This paper considers two of these approaches to define the quantile double robust (DR) estimator: the inverse propensity score weights, to compare potential output of treated and untreated groups; the Machado and Mata quantile decomposition approach to compute the unconditional quantiles within each group – treated and control. Two Monte Carlo studies and an empirical application for the Italian job labor market conclude the analysis. The paper aims to discuss these issue.

The DR estimator is extended to analyze the tails of the distribution comparing treated and untreated groups, thus defining the quantile based DR estimator. It allows us to measure the treatment effect along the entire outcome distribution. Such a detailed analysis uncovers the presence of heterogeneous impacts of the treatment along the outcome distribution. The computation of the treatment effect at the quantiles, points out variations in the impact of treatment along the outcome distributions. Indeed it is often the case that the impact in the tails sizably differs from the average treatment effect.

Two Monte Carlo studies show that away from average, the quantile DR estimator can be profitably implemented. In the real data example, the nationwide results are compared with the analysis at a regional level. While at the median and at the upper quartile the nationwide impact is similar to the regional impacts, at the first quartile – the lower incomes – the nationwide effect is close to the North-Center impact but undervalues the impact in the South.

The computation of the treatment effect at various quantiles allows to point out discrepancies between treatment and control along the entire outcome distributions. The discrepancy in the tails may differ from the divergence between the average values. Treatment can be more effective at the lower/higher quantiles. The simulations show the performance at the quartiles of quantile DR estimator. In a wage equation comparing long and short term contracts, this estimator shows the presence of an heterogeneous impact of short term contracts. Their impact changes depending on the income level, the outcome quantiles, and on the geographical region.

The purpose of this paper is to investigate the role of socio-economic context in affecting the relationship between personal values and the purchase of fair trade (FT) products.

The study was based on data and information collected by means of a web-administered survey and was performed in two steps. First, an explanatory factor analysis on the Schwartz value system and a confirmatory factor analysis on socio-economic context variables were carried out. Second, the per capita GDP at provincial level and the predicted factor scores were used in an ordered probit model to explain the expenditure level of FT products.

The results provide evidence that the value system has an effect on the consumption of FT products, but the economic context, in particular the average wealth at province level, is also relevant and plays a role by either affecting FT product purchasing levels directly or interacting with personal values.

Because of the electronic submission and the specific channel used in the survey, the sample cannot be considered as representative of Italian consumers, and thus the analysis has a merely descriptive (non-inferential) function.

While several studies investigated how personal values affect consumers’ behaviour directly or indirectly, very few studies analysed the way socio-economic context interacts with the value structure and the way both aspects influence ethical consumption. The present study analyses this last aspect and provides evidence of the role economic context plays in affecting the relationship between personal values and FT products consumption.

This study empirically explores the factors that influence consumers’ readiness toward engagement in circular food consumption.

A conceptual model based on the motivation–opportunity–ability (MOA) framework was developed. In addition to all the classical relationships in this theoretical framework, respondents' age and education were added to the model. An online survey was conducted, resulting in an overall sample of 411 Italian participants. Data were statistically analyzed by using partial least squares structural equation modeling (PLS-SEM).

The results indicated that motivation, opportunity and ability had positive effects on consumers’ readiness toward engagement in circular food consumption (CFC). Of all the constructs, intrinsic motivation had the most significant impact on consumers’ readiness toward engagement in CFC. The results also showed that sociodemographic traits—particularly age and gender—significantly influenced consumer readiness toward engagement in CFC. Practical and policy implications are proposed based on the study findings.

The study analyzes factors influencing consumers' readiness to engage in CFC. While great attention has been paid toward circular economy (CE) implementation in food consumption, empirical evidences on how to prompt the consumers' readiness toward CFC are still lacking. More specifically, the authors explore for the first time, sociopsychological factors affecting consumers' readiness to reduce, reuse and recycle technical components of food products, using the MOA theory as conceptual model.

Consumer interest and willingness to pay (WTP) for omega-3 enriched water buffalo mozzarella cheese are evaluated through an in-store experimental auction. The purpose of this paper is to estimate individual WTP for enriched mozzarella cheese and related it to self-efficacy beliefs and outcome expectations of omega-3 consumption, following regulatory focus theory.

Data were collected in May-June 2015 from a sample of 150 consumers in Southern Italy. A structural equation modelling procedure was implemented.

The results show a significant role is played by prevention outcome expectations on consumer behaviour. While promotion outcome expectation constructs proved non-significant, self-identity correlates with prevention outcome expectations.

There are several limitations that the authors are aware of regarding this study. First of all, since the authors rely on self-reported measures, optimistic bias might have affected participants’ responses (Weinstein, 1980). Second, results may be influenced by the choice of the specific information provided to consumers for the analysis; different claims and different information framings should be tested (LeBoeuf and Shafir, 2003).

Implications stemming from the results encourage the promotion of omega-3 enriched mozzarella cheese based on stimulating outcome expectations, bearing in mind that individual motivations should be enhanced by self-identity beliefs.

Although the combined role of self-efficacy and outcome expectations on personal intention to adopt healthy behaviour has already been demonstrated (Keller, 2006; Tudoran et al., 2012), to the best of the knowledge no previous study relates individual behaviour to an intention measured as a WTP for an actual product. In addition, current study has applied a non-hypothetical BDM (from Becker et al., 1964) auction in-store experiment.

Beginning with a historical outline and the definition of tourism as a privileged opportunity for physical and spiritual renewal, the author deals with the question of how young people put themselves in touch with religion and spirituality. After 2012, Catholic pastoral has changed: not only devotional attention to the pilgrimages but also an overview of the resources constituted by sacred places as a tool for socioeconomic and cultural development of destinations. Religious tourism means an appropriate moment to let the body relax and to nourish the spirit: from this approach, the author shows examples of ‘religious light tourism’ in Europe founded on an ecumenical approach and on sustainability. The effects are positive: for the offer, new jobs (guides, resorts, enogastronomic and folkloristic services); for the demand, a new way to preserve the beauty of creation for future generations, by offering emotional and not massive travels: Caminos, trekking and slow paths, in order to know local traditions and nature. Therefore, ‘religious light tourism’ is a champion of sustainability and responsible tourism because religious tourism is, usually, less affected by season's trends, social and economic crisis (but not in the present COVID-19!).

This paper contributes to the literature on overeducation by empirically investigating the wage penalty of job–education mismatch among PhD holders who completed their studies in Italy; a country where the number of new doctoral recipients has dramatically increased over recent years while personnel employed in R&D activities is still below the European average. We use cross-sectional micro-data collected in 2009 and rely on different definitions of education–job mismatch such as, overeducation, overskilling, and dissatisfaction with the use of skills. We find that overeducation and skills dissatisfaction are associated with significantly lower wages but there is no wage penalty from overskilling. Furthermore, those who simultaneously report overeducation and skills dissatisfaction experience a particularly high wage penalty.

The paper explores whether consumers' environmentally sustainable attitudes and behaviors (e.g. saving water, energy, etc.) are associated with high frequency of local food purchases. The study uses a large sample of individual data collected across all Italian regions as well as accounts for the respondents' socioeconomic characteristics.

The analysis uses a large sample of individual-level data (n = 21,081) collected by the Italian National Bureau of Statistics in the annual Italian Multipurpose Households Survey (MHS). Data contain individual information on the frequency of local food purchases as well as socioeconomic characteristics and environmentally friendly attitudes and behaviors. Data were analyzed using a multivariate ordered log_it regression.

Results indicate that individuals sensitive to environmental issues and adopting sustainable behaviors are more likely to purchase local food products than others. Also, age, education and occupational status positively are associated with a high frequency of local food purchases. Reading food nutrition labels, living in small communities as well as buying organic products are strong predictors of a higher frequency of local food choices.

The role of individual sustainable attitudes and behaviors in local food purchases has been marginally investigated in the literature. We addressed the issue by jointly accounting for several individual-related characteristics potentially shaping such relation. To the best of authors’ knowledge, the authors use the largest sample ever used to explore the individual's local food purchases in Italy.

The aim of this paper is to examine marketing practices within the bicycle industry.

The paper utilizes both primary and secondary sources to provide a retrospective analysis of marketing strategy at the largest Italian bicycle company.

The paper explains how marketing works at the Bianchi company and provides a detailed analysis of how it built its brand identity over time.

Very few primary sources were available. There was neither a company archive nor other archives. For the most part, the paper is based on secondary sources.

The paper tries to fill the gap in current marketing literature that usually neglects the bicycle as a relevant topic, despite bicycle companies being a predecessor to the automobile industry. Moreover, the paper demonstrates that bicycle companies developed a rather sophisticated approach to marketing that is still in use.

Geographical indication (GI) labels aim to improving farmers' and processors' income. This article studies how characteristics related to GI groups and their reputation (e.g. the producer group size, longevity and production decisions) are related to prices at the origin, final (consumption) prices and marketing margins.

The authors use 8 years of annual data for the Italian Extra Virgin Olive Oil (EVOO) GI market encompassing 46 GI EVOOs. Estimated parameters characterizing the relationship between the GI's group features and prices (at origin and at consumption) are obtained via Three-Stage Least Squares (3SLS).

Results show that the number of GI operators is related to consumption prices, while is weakly related to prices at the origin. GIs' age is not associated with higher consumption prices, while origin prices are lower for older GIs compared to younger ones. Higher farmers' olive/oil conversion rate is associated with lower origin and consumption prices, whereas the extent of vertical integration is related to higher prices at the origin and a higher share of the marketing margins going to producers.

To the best of their knowledge, the authors offer the first empirical evidence on how structural characteristics and production decisions of a GI group relate to prices and marketing margins.