Identifying wine consumers interested in environmentally sustainable production practices
We characterized several wine consumer segments who were “likely” to sample (i.e., taste before purchasing) wine from vineyards using cover crops, a sustainable production practice that reduces herbicide applications, and identified those with a greater probability of being a viable target market based on survey responses. 956 wine consumers from the Mid-Atlantic and boarding US states were separated into segments based on an ECHAID (exhaustive chi-square automatic interaction detector) classification tree from internet survey responses. Six of the 12 created segments (n=530, 72% of training data) contained participants who were at least 1.02 times (index score =102%) more “likely” to try the wine compared to the overall sample (Sanchez, 2018) and were willing to pay $18.99 for a 750 mL bottle of the wine, which included a $1 surcharge to cover associated production costs. Of these, three (n=195, 26%) had the greatest potential for which a marketing plan could be developed (index scores of 109-121%), with over half in each segment willing to pay $20.99 for the bottle of wine, which could motivate growers to consider implementing this sustainable strategy. Although several segments of participants were “likely” to sample the sustainably-produced wine, an ECHAID classification tree allowed us to identify participants who would not pay $18.99 for a 750 mL bottle of wine, even after learning about the use of cover crops and the trade-off ($1 bottle surcharge). By narrowing the number of potential “likely” segments to those with a greater potential of sampling the wine, more purposeful marketing strategies can be developed based on demographics, attitudes, and behaviors defined in the model.
Emerald allows authors to deposit their AAM under the Creative Commons Attribution Non-commercial International Licence 4.0 (CC BY-NC 4.0). To do this, the deposit must clearly state that the AAM is deposited under this licence and that any reuse is allowed in accordance with the terms outlined by the licence. To reuse the AAM for commercial purposes, permission should be sought by contacting firstname.lastname@example.org. For the sake of clarity, commercial usage would be considered as, but not limited to: o Copying or downloading AAMs for further distribution for a fee; o Any use of the AAM in conjunction with advertising; o Any use of the AAM by for promotional purposes by for-profit organisations; o Any use that would confer monetary reward, commercial gain or commercial exploitation. Emerald appreciates that some authors may not wish to use the CC BY-NC licence; in this case, you should deposit the AAM and include the copyright line of the published article. Should you have any questions about our licensing policies, please contact email@example.com.
|Work Title||Identifying wine consumers interested in environmentally sustainable production practices|
|License||In Copyright (Rights Reserved)|
|Publication Date||July 23, 2021|
|Publisher Identifier (DOI)||
|Deposited||September 23, 2021|
This resource is currently not in any collection.