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The purpose of this paper is to determine specific label attributes impacting both the taste and quality perceptions of millennial wine consumers.

A single‐blind study was developed to evaluate the direct implications labels have on millennial informants' taste and quality perceptions. A four‐stage research study tested the informants' reactions to the products both before and after evaluating the label and product packaging.

Perceptions differed significantly from the blind tasting to the second tasting after evaluating the product packaging and label information. When the producer provided specific fruit characteristics, the informant perceived they tasted those fruits much more than without this information in the blind tasting.

The generalizability of this study was limited by the small population size (97 informants), the subject recruitment site, lack of ethnic diversity, and the high‐educational level of the respondents.

The informants in this study indicated several factors such as closure, font style, eye‐catching front label, color of the bottle, food pairings, and wine producer information, as affecting their purchase intention.

There have been previous studies involving wine tourism and segmentation of wine consumers but a sensory label study on millennials presents a different approach.

While research shows that organic labels are perceived positively for most food products, the findings are more ambiguous for wine. This may be due to the complexity of the product. Accordingly, the labelling effect might be influenced by people's prior knowledge of wines and their attitudes towards organic wines and thus be more pronounced for certain consumer groups. Providing insights into those moderators could help to steer people towards sustainable wine consumption. Therefore, this paper aims to investigate the effect of organic labelling on consumers' liking of, and their willingness to pay (WTP) for white wine, and the role of potential moderators.

A wine tasting experiment was conducted using a within-subjects design (n = 214). The mediating role of expected liking and the moderating roles of subjective knowledge and attitude towards organic wine were analysed using the MEMORE macro in SPSS.

The results do not confirm an overall positive halo effect of labelling on liking of organic wine. Nevertheless, a positive halo effect on actual liking was observed for those respondents who have a positive attitude towards organic wine. Furthermore, an overall positive effect of organic labelling on WTP was found. Mediation effects could not be confirmed.

This study used an experimental design that considers not only expected liking but also actual liking and WTP for organic wines. Using a moderation-mediation framework helps to better understand consumers' quality evaluation and WTP for organic wine. Finally, it could be shown that the organic halo is more complex for the product category of wine than others have previously stated.

The mechanism by which organic labelling affects consumers’ willingness to pay (WTP) for wine is not yet fully understood. Organic labelling not only transports information about environmental benefits, but may also influence consumers’ perceptions of quality and taste. The purpose of this paper is to separate the information effect from the perception effect of an organic label on WTP.

Taste and quality perceptions of 110 German consumers and their WTP for white and red wines were collected in a second-price auction in conjunction with a blind tasting. Each measure was recorded under two experimental conditions: with and without organic labelling. Serial mediation analysis is used to identify the information and perception effect of an organic label on WTP. A moderating effect of commitment to organic consumption is considered.

Wines marketed as organic are perceived as tastier and of higher quality and value. The organic labelling effect is stronger for committed organic consumers. Mediation analysis confirms perceived better taste as a key driver for WTP, especially for less committed organic consumers. The findings highlight perceptions of wine quality as the main mediator through which organic labelling affects WTP for red wine and for committed organic consumers.

This paper adds to the literature by decomposing the signalling mechanism of organic labelling and by emphasising the role of individual characteristics in determining its magnitude and pathways. Implications from a marketing and wine industry’s perspective are discussed.

The purpose of this paper is to analyze the existence and influence of gender effects on wine choice, specifically whether women and men seek the same cues in wine labelling.

Five focus groups, involving 45 regular wine consumers (22 women and 23 men) from four Portuguese wine regions of origin, were conducted. Sessions included two projective techniques. To gather more information, participants were asked to fill a short questionnaire, relating purchasing and consumption habits, knowledge and socioeconomic characteristics. Qualitative data were transcribed verbatim and content analysis was used.

Women frequently associate wine to the context of consumption; while men frequently associate wine to convivial and sensorial pleasure. Region of origin and prior knowledge experience seem to be the two main reasons for men to choose a wine; while, women seem to rely more on wine brand and previous experience. Front label information (region of origin, awards and region illustration) seems to be more important for women, while the back label descriptors (grape variety, world heritage site and wine history) are more relevant for men. The typography (font size) and information type were identified as negative aspects of the back label.

Understanding how men and women looking for information on a wine bottle can help marketers communicate with specific market segments. This paper provides insights to design marketing campaigns regarding product customization at the level of label information and design.

The present research contributes to current literature on wine consumer behaviour, exploring behavioural differences, perceptions and motivations by gender. In particular, the relevance of wine cues for choice decision is explored. The evidence of focus groups combined with projective techniques is complemented with data collected through a questionnaire.

The purpose of this work is to examine the range of information consumers seek on labels of quality products and construct an indicative check‐list of various types of informational labeling as well as to examine whether quality of information demanded segregates the market‐creating segments to be targeted by firms.

An extensive interdisciplinary literature review based on findings in marketing, economics, geography and sociology reveals the often neglected range of factors forcing consumers to place importance on regionally denominated food and drink. The European Union (EU) has responded to growing consumer trends towards regional and traditional food and established special schemes regulating the production of such food and drink. A survey of 640 consumers of quality wine carried out within the framework of an EU‐funded program provides the empirical material of this work.

The study records the range of informational labeling sought by consumers as well as critical factors influencing their consuming behavior. Informational labeling linking product to place ranks top among a wide set of information sought on labels. A Poisson count data model reveals that consumers’ willingness to acquire information from labels is influenced by various socio‐economic characteristics and, in general, high demand for information is associated with higher expenditures for wine.

Informational labeling is a significant step for place revalorization and cultural relocalization and provides significant prospects to enterprises marketing local culture. Research should be extended to the examination of other products and the comparative assessment of the findings.

The purpose of this research is to understand the effects of expertise and brand schematicity on the perceived importance of choice criteria in the context of purchasing red wine purchase.

Data were collected via an online survey of 307 French wine consumers. The interaction effects of expertise and brand schematicity on the importance assigned to choice criteria were then investigated.

First, the results show that commercial brand is more important for brand-schematic consumers (novice and expert) than for brand-aschematic (novice and expert) consumers. Second, to make their choice, brand-schematic consumers place a greater reliance on quality cues than brand-aschematic consumers, whether they are novices or experts. Third, brand-aschematic novice consumers are only interested in two quality cues [Appellation d'Origine Contrôlée (AOC) label and wine category], but French brand-schematic novice and brand-aschematic expert consumers look for five quality cues (AOC label, wine category, vintage, commercial brand and place of bottling). Fourth, brand-schematic expert consumers take into account all quality cues.

The individual characteristics of consumers, that is, level of expertise and schematicity, influence the importance assigned to the information contained on the label. Care should be taken when designing a wine label, especially when consumers make their purchases in supermarkets and have no opportunity to seek advice. To convince these customers, it is essential that the font and size of the label ensure that the AOC label, wine category, vintage, commercial brand and place of bottling can be easily read. Brand-schematic consumers are interested in many quality cues to make their choice, and therefore, such information should be available in supermarkets (e.g. flyers and posters). Managers should also focus on brand content strategy to influence and hit brand-aschematic consumers.

There has been little research on the effect of brand schematicity on the importance of choice criteria. The interaction of brand schematicity and degree of expertise regarding product category has not been previously studied in relation to wine selection. Brand schematicity may be used as a segmentation criterion by managers in communication campaigns and brand content strategies.

The purpose of this paper was to investigate how attention to wine labels related to preference by using quantitative measures of gaze and of the diameter of the eye pupil. We assessed whether eye fixations could predict choices and willingness to pay and whether pupil size could index the aesthetic value of wine labels. More specific goals were to identify which elements of a wine label captured attention the most and to assess whether an authentic label would be preferred by naïve consumers over other alternative labels, also designed by the same studio but excluded from the market.

Infrared eye-tracking was used to measure the amount of time spent on a specific label among four that were simultaneously shown on the computer screen. Participants also made explicit decisions about preferred labels and provided price estimates. Pupillometry was used for labels shown in isolation to obtain a physiological index of their arousing effect and aesthetic appeal. Eye fixations provided an index of what was selected by attention, whereas changes in the pupillary diameter indexed how intensively attention was focused on an item.

A strong positive relationship was found between the dwelling of gaze over a specific label and the degree in which a wine bottle was preferred and (virtually) chosen. The pictorial elements of the labels were fixated the most, whereas verbal information was looked at the least. Attractiveness scores of each bottle collected with one independent group of observers were able to predict the willingness to pay in another group. Moreover, pupil size changed non-linearly in relation to the hedonic values of the wine labels, indicating greater responses to the most as well as least attractive labels (i.e. for the most arousing labels).

A limitation of the present experiments was that only choices and behavior of wine “novices” were probed; hence, the present findings might not be generalized to other segments (e.g. wine connoisseurs). Moreover, the present study could not specify which visual properties of a label affect preference, aesthetic value and estimates of price, as the study of these effects would require a large number and variety of label stimuli.

Eye monitoring methods could assist marketing studies of preferences and decision-making. Both wine label designers and wine producers could benefit from eye-tracking methods to improve label selection and optimize the design process of a wine label.

Although both eye-tracking and pupillometry have been used to the investigate aesthetic preferences for at least the past 50 years, the measurement of pupil diameter and eye movements to study attributes of (authentic) wine labels and their effectiveness is entirely novel. The present study confirms that measures based on eye-tracking combined to explicit choices or ratings provide complementary types of market-relevant information. Both methods provide objective, quantitative, information of the effect of the labels on consumers that is independent but predictive of actual choices and verbally reported preferences. Moreover, they appear to index different processes, pupillometry being a proxy of aesthetic value and gaze a reliable index of choice. Thus, the present findings can be of value to the academic researcher as well as industry and design practitioners.

The purpose of this paper is to explore the degree of consumer interest in an eco‐labeling program for the Ontario wine industry and determine whether there is a willingness‐to‐pay a premium for eco‐labeled Ontario wines.

The study was a quantitative survey of 401 wine consumers in Ontario, collected at Liquor Control Board of Ontario (LCBO) retail stores and winery retail stores. Results were analyzed using quantitative non‐parametric statistical analyses.

It was revealed that while most Ontario wine consumers do not presently purchase eco‐labeled wine regularly, the majority (90 per cent) are at least somewhat interested in purchasing eco‐labeled wine and that the majority would be willing to pay a premium of $0.51 or more (65 per cent). Consumers also indicated a preference for a seal of approval style label with multiple levels that contained a website from which they could obtain detailed information on certification.

These results provide valuable insights into wine consumers' purchasing behaviours and purchasing preferences with regards to environmentally friendly products. This information can be useful to those involved in implementing the Ontario wine industry's sustainability initiative, Sustainable Winemaking Ontario (SWO), and to wineries and winegrowers who are interested in promoting their actions taken to improve sustainability.

There is presently no published research investigating the potential role for an eco‐labeling and certification program for the Ontario wine industry, or any other Canadian wine industry. There is also a limited research on willingness‐to‐pay within the food and beverage sector.

Because consumers nowadays face a wide diversity of wine labels – from very traditional to a range of modern styles that include color and various images – the purpose of this paper is to better understand the effects of the presence of fun elements on wine labels. Specifically, it aims to identify the underlying mechanisms that explain why fun elements on labels can lead to a decrease in consumers’ willingness to pay (WTP) and purchase intentions. The authors also test whether consumers’ risk propensity acts as a boundary condition for this effect.

This research uses an online experiment conducted among a sample of 271 US residents. Multivariate analyses – including analyses of mediation, moderation and moderated mediation – are performed to test the theoretical model of the effects of fun elements on WTP and purchase intentions through reassurance impressions and quality perceptions, and the moderating role of risk propensity.

This research demonstrates that when consumers face a wine label that incorporates a high degree of fun elements, they perceive the label as less reassuring, leading to a decrease in perceived quality, and ultimately exhibit lower WTP and purchase intentions. Importantly, this research also shows that the effects of such wine labels are moderated by the individual variable of risk propensity; consumers react more positively to funny wine labels when they have a higher level of risk propensity.

A limitation of this research lies in that it has been conducted online, while an experiment in a real purchase setting may have yielded results that are more likely to mimic response in the marketplace.

By showing that fun elements in a wine label can negatively affect consumers’ WTP and purchase intentions, this research suggests that wine marketers should be cautious when designing labels. Nevertheless, because consumers who are risk-loving exhibit less negative responses to funny wine labels, wine producers should consider segmenting their consumers on the basis of risk propensity and design front labels with fun elements only for customers who can be classified as risk-loving (vs risk averse).

While prior research recognizes the wide diversity of wine labels and the increasing use of fun elements in labels, no research to date has proposed and validated a model of their effects. This research fills this gap by empirically demonstrating that fun elements in labels have an overall effect of making consumers feel less reassured, leading to a decrease in perceived quality, and ultimately lower WTP and purchase intentions.

The purpose of this paper is to investigate consumers’ interest and preference for health warnings on wine label, and the key socio-demographic and attitudinal variables driving this interest.

Data were gathered, by a professional marketing company, through an on line survey with a sample of 300 Italians, aged over 18, consuming wine at least once a month.

Respondents were interested in receiving more information on nutritional and health features of wine through the label, and would also like to obtain information about the warnings about possible side effects related to excessive wine consumption. The most relevant variables influencing positive interest toward this information are gender (female), age (younger cohort), education level (higher), presence of children in the household and being the main responsible of grocery shopping.

The research was limited by being conducted only in Italy, using explorative methodology.

Outcomes provide useful evidence for advocates calling for the introduction of health warnings on wine labels and policy makers.

To the best of the authors’ knowledge, this is the first study to analyze Italian consumer interest toward health warnings on wine label.